To mark the release of the first Gore-Tex jackets by Norse Projects, Rokkvi 3.0 GORE-TEX® & Thor Mac GORE-TEX®, I directed a campaign that celebrates adventure and fashion. The jackets are lightweight and fully waterproof. They have been designed for use as practical and fashionable items in all weather.
Working directly with the brand on concept and development we decided to test the jacket in Iceland, where rain is guaranteed. The featured cast is an out-door guide, and actor, with numerous features on his CV. The outcome is a series of images detailing the precise workmanship of the clothing against Iceland’s iconic landscapes.
An accompanying film portrays a love affair between Iceland’s rich scenery and Norse Projects contemporary Nordic design. Travelling through lava fields, onto glaciers and across volcanic beaches the film flows between the natural elements and the jacket’s performance.