Fjällräven — Fall / Winter 2025 Campaign

OVERVIEW

We partnered with Fjällräven North America to deliver the Fall/Winter 2025 campaign—building on the Make Summer Count platform to extend the brand’s storytelling into colder seasons.

The objective was to maintain Fjällräven’s core identity while evolving its seasonal narrative—creating work that feels consistent, enduring, and globally relevant.

Challenge

Fall/Winter represents the most commercially important period for outdoor brands:

- Higher-value products (outerwear, insulation)
- Increased competition across the category
- Heavy reliance on performance-driven messaging

The challenge was to:

- Compete in a performance-heavy market

- Maintain Fjällräven’s understated, timeless tone

- Deliver content that supports both brand and commercial objectives

STRATEGY

We extended Fjällräven’s storytelling approach into winter:

From “Make Summer Count” → “Love all conditions”

Rather than shifting to aggressive performance messaging, we doubled down on:

- Sensory storytelling
- Human connection to environment
- Quiet, experience-led narratives

This positioned Fjällräven as:
a brand that exists beyond seasons, not just within them

EXECUTION

Production focused on environments that reflect real winter use:

- Remote landscapes and transitional seasons
- Natural light and weather-driven conditions
- Real movement through terrain rather than staged action

The visual language remained consistent:

- Calm, observational camera work
- Emphasis on texture (snow, fabric, breath, atmosphere)
- Minimal interference with the environment

DISTRIBUTION

The campaign was deployed across Fjällräven North America’s digital ecosystem:

- Instagram (350K+ audience)
- Web and seasonal campaign rollouts
- Integrated retail and product storytelling

FW campaigns are typically supported by:

- Paid amplification
- Retail integration
- Seasonal drops

Positioning this work within a full-funnel brand system.

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RESULTS

While specific campaign metrics are not publicly disclosed, performance can be measured through platform and industry signals:

Content maintained consistent engagement across Fjällräven’s 350K+ audience, indicating strong alignment with brand expectations

Seasonal storytelling supported Fjällräven’s continued positioning as a heritage-driven, premium outdoor brand

Campaign content integrated into a broader ecosystem where story-driven marketing contributes to sustained growth and customer retention

Industry-wide, outdoor brands continue to see:

- Increased demand for authentic, experience-led storytelling

- Stronger long-term engagement from brand-led campaigns vs performance-only content

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KEY NINSIGHT

Consistency in brand storytelling across seasons drives long-term equity and repeat engagement, particularly in premium outdoor categories.

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IMPACT

The Fall/Winter 2025 campaign reinforced Fjällräven’s core positioning:

- Strengthened year-round brand consistency
- Maintained differentiation in a performance-heavy winter market
- Supported a cohesive content system across seasons

Rather than chasing seasonal trends, the campaign helped establish Fjällräven as a brand that transcends them.

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DELIVERABLES

- Seasonal campaign films
- Social-first edits
- Photography assets
- Retail-integrated visuals

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TEAM

Client: Fjällräven
Marketing: MJ Smoot
Project Manager: Brian Dekle
Creative Director: Amanda Bernal
Associate Creative Director: Ryan Reynolds
Agency / Production: Well Good Productions
Executive Producer: Gareth “Gaz” Leah
Production Coordinator: Hadley Michaels
Director: Houston Yang & Gareth Leah
Director of Photography: Alex Palumbo
AC: Landon Thomasson
Photographer: Jasper Gibson
Assistant Camera: Christopher Chrisenbery
Production Assistant: Nick Leen
Edit: James Poirior & Houston Yang

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KEY TAKEAWAYS

Seasonal campaigns don’t build brands—consistency does.

This project demonstrates how extending a clear creative direction across seasons can drive both brand strength and commercial relevance.

“A strong brand doesn’t change with the seasons—it carries through them.”

Fjällräven — Make Summer Count

OVERVIEW

We partnered with Fjällräven North America to develop Make Summer Count—a campaign rooted in simplicity, presence, and connection to nature.

Designed to feel timeless, the campaign captures the small, often overlooked moments that define time spent outdoors. Working closely with Fjällräven’s in-house creative team, the focus was not on spectacle, but on experience.

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CHALLENGE

Fjällräven occupies a unique space in the outdoor industry:

- Understated, heritage-driven
- Deeply connected to nature and tradition
- Resistant to trend-driven marketing

The challenge was to create something new, without breaking what makes the brand feel timeless.

The work needed to:

- Avoid overproduction and artificiality
- Reflect authenticity without feeling dated
- Capture a tone that is both modern and enduring

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APPROACH

We built the campaign around a simple idea:

Make Summer Count

- Not through big objectives—but through presence.
- Fjällräven is a brand whose story emanates a deep connection to nature.
- It’s the cold air on your face, picking blueberries, the sound of water trickling in a creek.

Rather than constructing moments, we observed them—allowing the environment and experience to lead.

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EXECUTION

Shot in the forests of the Pacific Northwest, the production focused on:

- Natural light and organic pacing
- Real interactions with the environment
- Minimal interference to preserve authenticity

The camera becomes a quiet observer—capturing:

- Movement through forest and water
- Small, tactile details
- The rhythm of time spent outside

This approach ensured the work feels lived-in, not produced.

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CREATIVE DIRECTION

The visual language is restrained and intentional:

- Soft, natural color palettes
- Slow, considered pacing
- Emphasis on texture, sound, and atmosphere

The result is a campaign that aligns with Fjällräven’s ethos—humble, grounded, and built to last.

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RESULTS

The campaign was distributed across Fjällräven North America’s social channels, reaching an audience of 350K+ followers on Instagram.

Key performance signals:

Top-performing reels aligned with the campaign’s tone—quiet, human-led storytelling—driving stronger engagement than product-led content

Organic posts consistently performed within and above Fjällräven’s typical engagement range, indicating strong audience resonance

The campaign contributed to a broader content ecosystem where story-driven campaigns support long-term brand growth and engagement

More importantly, the campaign reinforced a key insight:

Understated, experience-driven storytelling drives deeper engagement when aligned with brand identity.

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DELIVERABLES

- Brand campaign film
- Social-first edits
- Photography assets

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TEAM

Client: Fjällräven
Marketing: MJ Smoot
Project Manager: Brian Dekle
Creative Director: Amanda Bernal
Associate Creative Director: Ryan Reynolds
Agency / Production: Well Good Productions
Executive Producer: Gareth “Gaz” Leah
Producer: Hadley Michaels
Director: Houston Yang & Gareth Leah
Director of Photography: Alex Palumbo
AC: Caleb Hawkins
Photographer: Jasper Gibson
Assistant Camera: Christopher Chrisenbery
Production Assistant: Nick Leen
Edit: James Poirier & Houston Yang

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KEY TAKEAWAY

Timeless work doesn’t demand attention—it holds it.

This project demonstrates how restraint, authenticity, and attention to detail can create a campaign that remains relevant far beyond its initial release.

“The moments that matter aren’t the loudest—they’re the ones you stay in.”

Death of Villains — Feature Documentary

Overview

Death of Villains is a feature climbing documentary that follows a former child prodigy as he confronts disordered eating and attempts a lifelong goal: a 5.15 first ascent.

Originated, directed, shot, written, and produced by Gareth “Gaz” Leah, the project was developed independently before being brought into Reel Rock for global release as part of Reel Rock 19.

The film blends elite performance with deeply personal storytelling—expanding the boundaries of what climbing films can explore.

Challenge

Climbing films traditionally center on achievement and progression.

This story required a different approach:

Addressing disordered eating within elite sport

Balancing vulnerability with high-performance climbing

Building trust with a complex and controversial subject

The film needed to deliver both:

World-class climbing cinematography

A narrative with broader human relevance

Strategy

The story was built around a core tension:

What happens when identity, performance, and personal struggle collide?

Rather than separating climbing from the narrative, the physical objective—a 5.15 first ascent—became a vehicle to explore internal conflict.

Key principles:

Honesty over heroism

Process over outcome

Character-led storytelling over spectacle

Execution

The project began as an independent production and evolved into a full-scale feature.

Gareth Leah led:

Direction

Principal photography

Writing and development

Production

Production included:

Multi-year filming across locations

Athlete-led documentary capture

Integration of archival and contributed footage

The film was later brought into Reel Rock, expanding through a full editorial and post-production pipeline.

Distribution

Released globally as part of Reel Rock 19, the film benefited from one of the most established distribution platforms in adventure media.

Reel Rock’s distribution model includes:

Worldwide theatrical tour (hundreds of screenings annually)

Screenings across North America, Europe, UK, Australia, and Asia

Partnerships with climbing gyms and independent cinemas

Digital release via **Outside TV and Reel Rock’s on-demand platform

Typical annual reach for Reel Rock:

300+ live events globally

50,000+ in-person attendees per tour cycle

Hundreds of thousands of digital viewers worldwide

This positions Reel Rock as the leading global platform for climbing storytelling.

Results

Selected and released as part of Reel Rock 19, a highly curated global film series

Reached tens of thousands of viewers through theatrical screenings and hundreds of thousands via digital distribution

Distributed across multiple continents and platforms, extending reach far beyond traditional climbing media

👉 Key performance signal:
Independent development → selection by Reel Rock → global release demonstrates top-tier narrative quality and audience relevance within the sport.

Impact

Death of Villains expands the scope of climbing storytelling:

Brings mental health into the forefront of elite climbing narratives

Challenges traditional representations of performance and success

Demonstrates the viability of character-driven stories within high-performance sport

For audiences, it offers a more honest portrayal of climbing.
For the industry, it raises the bar for storytelling depth.

Deliverables

Feature documentary film

Global theatrical release (Reel Rock 19)

Digital / streaming distribution

Campaign and promotional assets

Team

Directors: Gareth “Gaz” Leah, Nick Rosen

Executive Producers: Connie Lightner, Josh Lowell, Peter Mortimer, Nick Rosen

Editor: Joshua Steele Minor

Principal Photography: Gareth Leah, Brett Lowell, Chuck Fryberger

Drone / Photography: Gareth Leah

Produced by: Halle Johns

Additional Editing: Alex Ferrante, Peter Mortimer

Post Production Supervisors: Emily Lea, Alex Ferrante

Color: Roo Smith

Sound Mix: Taylor Marvin

Key Takeaway

The most powerful stories in sport aren’t about success—they’re about what it takes to get there.

This project demonstrates the ability to originate, develop, and deliver a story from independent concept to global distribution.

“The hardest routes aren’t always on the wall.”

The Concept

Red Bull Rampage is the pinnacle of freestyle mountain biking- pitting the best riders in the world against 75ft jumps and impossibly steep desert chutes. Rampage riders push the limits of physics, while redefining their sport on a creative freeride course. The elite riders selected for Rampage spend days scrutinizing and sculpting lines, each striving for a chance at victory and cementing their place in Rampage history. However, the exceptional skill level of these riders often makes it easy to lose perspective of these massive features. Imagine- what would a 5-story drop look like off of an actual building? With this film, our task was to put these tricks to scale and give context to the gravity defying stunts of Red Bull Rampage. Additionally, we wanted our film to showcase the same levels of energy and ridiculousness that draws crowds to Rampage year after year.

The Film (Locations & Stunts)

In order to put these stunts in perspective, we took them out of the desert and into the city. To showcase the insane steepness of the Rampage chutes, we enlisted the help of the Petzl climbing team. Jaxson Riddle and his bike were suspended from their headquarters, as if he were about to ride down the nearly vertical building. At the Wendover Airport, Alan Dixon launched his dirt bike off a 75ft ramp, easily clearing two WW2 ambulances and a fire truck below him. SuperRamp Technologies designed a 5-story step-down ramp, turning the Natural History Museum into a Red Bull Rampage feature. Jaxson Riddle rode the drop, demonstrating the resiliency and (literally) off-the-wall skill level required to succeed as a Rampage rider.

The Style

For this piece, we leaned into a “Wes Anderson” esque style and tone that was meant to give levity to just how gnarly rampage really is. This meant doing slow zooms, whip pans, and a wardrobe that could’ve ended up in “The Grand Budapest” itself. We leaned into a minimal animation style that was meant to emphasize the actions and scale of the features we shot.

The Gear

Utilizing the Angenieux “25 – 250” we were able to achieve the slow zooms that we wanted to show scale to the large features, additionally we utilized a black arm for the car shots and an FPV drone for some of the following shots.

Client: @Redbull 


Production @WZRDMedia and @WellGoodMedia

Produced by @gazleah and @gknowproductions

Directed by @therealphilhessler and @colesax 

Featuring @jaxsonriddle @nicholirogatkin @alandixonfmx

Director of Photography @dylanwineland 

Second Camera Op @threepeakfilms 

Drone @skyberries_fpv
1st
AC @asherb.dp 

2nd AC @kaiczarnowski 

Sound @_ckmontague

Photography @willsaundersphoto

BTS Photo @keeganrice 

Photo Ass @gal_onthego 

Prod Coordinator @kotrynaliepinyte

Production Assts @pretty.damnugly@benh_22 @hadley_michaels @echo.lauren

Ramp Build @super_ramp

Edited by @jah_he
Assistant Editor @ceagull 

Post Produced @gknowproductions 

Animations and illustrations @johnny2x4

Color @jensen.film

Sound @matt_kellam

Title Design @sloanegordon

"Jamrock" follows the remarkable journey of Kai Lightner, a 12-time national climbing champion and the visionary founder of "Climb for Change." Against the backdrop of Jamaica, renowned for its vibrant culture but not traditionally associated with rock climbing, Kai embarks on a transformative mission.

The film delves into the heart of Jamaica's emerging climbing community, where passion and determination thrive despite limited resources and recognition. As a sport historically dominated by white individuals, Kai seeks to challenge stereotypes and foster inclusivity by bringing the thrill of rock climbing to a diverse range of enthusiasts.

Driven by a profound sense of purpose, Kai sets his sights on an ambitious goal: establishing a rock climbing gym within the iconic National Stadium of Jamaica. Through his unwavering dedication and the support of local climbers, he endeavors to create not just a facility, but a symbol of empowerment and opportunity for the Jamaican community.

"Jamrock" celebrates the spirit of unity and perseverance as Kai Lightner and his team navigate obstacles, forge connections, and ultimately inspire a nation to reach new heights, both on and off the climbing wall. With breathtaking landscapes, stirring personal narratives, and the universal language of sport, the film is a testament to the transformative power of passion, community, and the pursuit of one's dreams.

Have you ever pondered what the longest climbing route in the world is?

You may have guessed that it was the great Mt. Thor on Baffin Island, Canada (4,101ft), or perhaps even the Azeem ridge on the Trango Towers, Pakistan (7,400ft), both impressively large in size, but even these are dwarfed in comparison to the unlikely record holder.

Nestled amongst the lush hillsides of upstate New York sits a bluff of quartzite rock known as the Gunks. Regarded as the birthplace of American climbing, its short yet mighty wall stretches more than 9000ft... horizontally.

Established by Dan Rosanstein and Ken Nichols in 1987, the Great Wall of China route is a masterpiece of esoterica which traverses the entire wall, its greatest crux may be jug rash, bugs, and dog walkers.

One Dream. Two Dirtbags. 9000ft of Climbing.

Maureen Beck is a professional climber, whisky luge’r, puppy mother, back yard chicken wrangler, and a para-climbing gold medalist…

Born without a left hand, rock climbing may not be the obvious sport to choose. It’s hard enough to hold on with two hands, but for Mo, hard is a calling.

Client: Sterling Ropes @sterlingropes
Producer: Gareth Leah @gazleah
Director: Gareth Leah @gazleah
Talent: Maureen Beck @mo.in.mountains
Talent: Sam Sala @fearthenbeer
DP: Dylan Wineland @dylanwineland
DP: George Bruce Wilson @threepeakfilms
Drone: Gareth Leah @gazleah
Edit : Jacob Callaghan @jacob.callaghan
Photographer: Will Saunders @willsaundersphoto
Sound design: Jack Hessler @jah_he
PA: Lindsay D’addato @lindsay_dad
Agency: Well Good Productions @wellgoodmedia

Alaska. Renown for rugged landscapes, edged mountains, and brilliant animals. It is a place that demands respect. When tasked to create a campaign that embodied the ethos of the KÜHL brand, few places and people speak more true to that lifestyle, than Alaskans.

We follow along with Gabby Palko and Rydor McCune, two locals to the secluded town of Valdez in Alaska and discover what motivates someone to take on such a challneging lifestyle.

Client: KÜHL (@kuhl)
Talent: Gabby Palko (@gabbypalko) x Rydor McCune
Producer: Gareth Leah (@gazleah)
Director: Will Saunders (@willsaundersphoto)
Director of Photography: Dylan Wineland (@dylanwineland)
Assistent Camera: Connar Barnes (@connorbarnes_photo)
Drone: Gareth Leah (@gazleah)
Edit: Jacob Callaghan (@jacob.callaghan)
Music Score: Jacob Callaghan (@jacob.callaghan)

I cannot think of anyone in my life that does not possess a dream of some kind. For many, realizing those dreams often becomes a tug of war between everyday commitments and the chastising fear of failure in the pursuit of said dream. Lofty goals of climbing Everest, becoming a pilot, or building their own house, car, or motorbike are often cast aside because “I don’t know how to” and are labelled as pipe dreams. But it doesn’t need to be this way.

As a boy, I would often find great reward in tinkering. My innocence afforded me the mindset of being fearlessly curious and failure was not yet a concept that I fully understood. Everything was simple. If you wanted to do something, you had to first try it. Dismantling and rebuilding the black and white antenna tv in my room or the down stairs stereo hi-fi system was just a way to spend a Saturday afternoon when my mum left the house to work.

When we moved to a new house around the age of 11, our new neighbors were a couple named Mike and Nikki. They kept an Avery of parakeets in their backyard which I would feed daily in exchange for pocket money. Not able to have children themselves, I think they took to me and enjoyed having this curious human around. As motorcycle enthusiasts themselves, they would often visit a local hang out spot for a beer where on any given Sunday, 200 riders would show up to burn rubber and admire machines.

If I was lucky, I would be invited on these afternoon excursions to “The Tap” in Eastham Rake (UK), and it was here my love for motorbikes began to take hold. With each trip to “The Tap”, I would learn more and more about bikes and there capabilities. Riders would invite me for a ride with them to which I would eagerly reply “yes”.

Strapping on an oversized helmet that I could barely see through as it wobbled around, we would blast off to 100mph down the long straight road that led away from the pub. I got to know the different styles of bikes, what they were good for, and met people who had built their own masterpiece which they rode with pride. I admired their work and dreamt that one day, I too could build myself a bike.

My parents didn’t much like the idea of me riding a motorbike, they were “death machines” in their eyes. My dad had lost several friends to riding and recovered from a handful of bad accidents himself. He told me to ask again when I was older, and that “now was not the right time”. Not wanting to push the matter further, I locked the dream away in the back of my mind.

Around the age of 16, I asked my Dad once again if I could have a motorbike. He replied; “If you’re man enough to own a motorbike, you’re man enough to move out of home”. I understood the somewhat cryptic message he was telling me. You need to be responsible to ride a bike and being able to support myself without their help was a good benchmark for recognizing the time. Once again, the dream of building and riding my own bike was crushed and forgotten.

That is until recently.

On the morning of my 34th birthday, I sat down in my front room, closed my eyes, and tried to envision which of my dreams had I accomplished, which ones were left, and how long I had to accomplish them.

A sense that my time was escaping me consumed my thoughts. Life suddenly seemed finite. I felt that if I was to accomplish any of my dreams, I had to cast aside doubt, lack of knowledge, and apprehension, and lean into the unknown, just as I had as a boy.

No dreams left behind.

The Kenai River called Kahtnu in the “Dena’ina” language, is the longest river in the Kenai Peninsula of south central Alaska. It runs 82 miles (132 km) westward from Kenai Lake in the Kenai Mountains, through the Kenai National Wildlife Refuge and Skilak Lake to its outlet into the Cook Inlet of the Pacific Ocean near Kenai and Soldotna. The flows of it’s meltwater converge in the town of Cooper Landing. Best known for its abundant King Salmon runs which draw in crowds from around the world, there is another fish in this river that captivates anglers...

Each summer, millions of Pacific Salmon return to their natal Kenai, bringing with them a vital store of energy from the ocean. Years of intense feeding in the North Pacific has allowed them to double in size many times before heeding the instinctual urge to come home and spawn. Protein that once took the form of krill or herring is now transformed into pulsing salmon flesh on a one way mission to reproduce. Once the salmon’s first life expires, another begins. A proverbial life after death, the deceased salmon and their eggs provide sustenance for another of the river’s inhabitants, trophy winning Rainbow Trout.

For years, the Rainbow Trout were largely overlooked by anglers whose attention was taken by the Salmon run. That was until 1984 when Curt “Trout” Muse decided to uplift his entire life and follow his dream. Alongside his wife Judy, they moved to Cooper Landing and opened Alaska Troutfitters, a specialized store and guiding service that would help shape the future of the Kenai. Curt’s undying passion in life was teaching others the joy and wonder of fishing the Kenai River and its surrounding areas. Through his years, Curt innovated and pioneered Fly Fishing techniques for the Kenai River and beyond. His skills with a fly rod and his drive to teach others was unequaled. An advocate on the Cooper Landing Fish and Game Advisory Committee, Curt understood the importance of preserving the Kinai’s ecosystem and fisheries for future generations. Overtime, Curt’s love and obsession for fishing Trout would earn him the title of Master Guide and he would be bestowed the nickname “Curt Trout” by those who knew him.

Shortly after opening Alaska Troutfitters, Curt was joined by two budding fishing guides, Dusty Byrd, and Billy Coulilette. The two would later get married and become part of Curt’s extended family, spending more than a decade alongside him, learning his techniques and philosophy.

In the late 90’s, Curt’s health began to deteriorate and fishing became physically challenging. Not to be disheartened, he developed new fishing techniques that would allow him to continue pursuing his passion and opening the world of possibility to others who required alternative fishing techniques. In 2003, Dusty and Billy would take on more duties, and ultimately become owners of Alaska Troutfitters.

In this film, we take a look at the life of a man whose personality, passion, and advocacy for trout fishing helped shape the culture of a town and river, and whose contribution to a sport resonates today.

This is, the story of a trout.

Executive Producer: Gareth Leah (@gazleah )
Director: Gareth Leah (@gazleah )
Story Producer: Jack Hessler (@jah_he)
Director of Photography: Kai Czarnowski (@kaiczarnowski)
Drone: Gareth Leah (@gazleah )
Photographer: Gareth Leah (@gazleah )
Editor: Henry Allison (@henry.g.allison)

Mammut — The Power of Partnership

Overview

We partnered with Mammut to produce The Power of Partnership—a campaign exploring what defines the strongest relationships in the mountains.

Set against extreme alpine environments and featuring two of the world’s leading athletes, the film moves beyond performance to examine something more fundamental: human connection under pressure.

Challenge

In high-performance mountain environments, partnership is often framed through:

- Matched skill levels
- Shared objectives
- Technical compatibility

But Mammut set out to challenge that assumption.

The goal was to create a film that:

- Moves beyond technical achievement

- Captures the emotional and human side of partnership

- Reinforces Mammut’s position at the intersection of elite performance and authentic experience

Approach

We built the campaign around a simple but powerful idea:

The power of partnership lies in connection, not comparison.

Rather than focusing purely on objectives or outcomes, the film centers on the relationship between Mammut Pro Team athletes Nadine Wallner and Caro North.

What sets apart the very best partnerships in the mountains?
You might assume it’s an affinity for the same kind of projects. Or that it’s all about matched levels of skills and experience. Or perhaps it’s similar styles of moving through the mountains.
But the real secret to the best partnerships is much less about comparisons than it is about connections.

After a chance meeting, the two athletes—coming from entirely different disciplines—formed an unexpected partnership spanning skiing, climbing, and paragliding across environments from Austria to Pakistan.

Execution

Shot in demanding alpine environments, the production balanced scale with intimacy:

- Cinematic mountain landscapes to reflect exposure and consequence

- Close, human moments to reveal trust and connection

- Real-world movement through terrain—climbing, skiing, and traversing together

The storytelling leaned into lived experience rather than scripted narrative, allowing the relationship to unfold naturally on screen.

The Story

While Nadine Wallner and Caro North come from different worlds—freeride skiing and alpinism—their partnership is built on something deeper:

“I like to be in the mountains with people I can also go for a coffee with. And that’s not normal,” says Wallner.

“Sometimes you’re just focused on a project or a sport. I like to know someone as a person, not just a mountain partner.”

“What makes this partnership different is the face-to-face level. We’re meeting each other as real people.”

North echoes this:

“The coolest thing is that Nadine is always motivated. She’s a partner who I can do everything with… But it’s not only the climbing that brings us together.”

“We can also talk about everything… it’s not only about climbing; it’s way more.”

Through time spent together in the mountains, their partnership evolved into something instinctive:

“If I can’t trust my partner, I can’t climb on my limit,” says North.

“The more you climb together, the less words you need… you kind of have a fusion.”

Creative Direction

The film balances:

- High-consequence alpine environments
- Quiet, human moments between athletes
- A restrained, cinematic tone that lets the story breathe

The result is a piece that feels both epic in scale and deeply personal in narrative.

Impact

The Power of Partnership reinforces Mammut’s position as a brand built on trust, performance, and shared experience.

By focusing on connection over competition, the campaign:

- Differentiates Mammut within a performance-driven category
- Builds emotional resonance with a core mountain audience
- Elevates the conversation around what success in the mountains truly means

Deliverables

- Hero campaign film
- Social-first edits
- Photography assets

Team

Client: Mammut
Athletes: Nadine Wallner × Caro North
Director: Will Saunders
Producer: Gareth “Gaz” Leah
Director of Photography: Mikey Shea
Drone / Timelapse: Gareth Leah
Photographer: Will Saunders

Editor / Score: Jacob Callaghan

Key Takeaway

In the mountains, performance is expected—connection is earned.

This project demonstrates how storytelling that prioritizes human relationships can elevate even the most elite environments into something universally understood.

“In the end, it’s not the mountain that defines the experience—it’s who you share it with.”

We all want a cleaner, safer world.

Working alongside leading tech company Via Motors, our task was to capture their pioneering LMD vehicle and showcase the irrefutable benefits it holds over the current gasoline delivery trucks.

Credits:
Client: @viamotors
Production Company: @wellgoodmedia x @dankhausproductions
Director: @dankrauss
Producer: @gazleah
DoP: @acpictures
Still Photographer: @dankrauss
Drone (motion): @sstieg
Editor: @threepeakfilms
AC: @tylersdays
PA: @rachael.galipo
Talent: @clydetheglide7

Climbing is at the core of my existence. Over the last 10 years, It has introduced me to incredible new places, and new people.

I first met Sam Weir in Boulder Colorado about 8 years ago. Like me, he had come to the promised land to focus on climbing. Having both spent a lot of time developing new areas, we shared an affinity for exploration and seeking the edge of possibility.

Born and raised in Pennsylvania and one of 13 kids, Sam was different to many of the climbers I met in the past. Passionate to a fault, his after work exploits often involved hiking alone for hours into Rocky Mountain National Park to stare down his latest project. As someone who shared the same tendencies, we bonded over our addiction to the sport.

Years later, I would leave Colorado for Utah, and Sam headed to France. Understanding how life has the tendency to send us in obscure directions, I wasn’t sure if I’d ever see Sam again.

I stayed in touch with Sam throughout the years, exchanging psych and hearing about the latest project. Since meeting Sam in Colorado all those years ago, I’ve watched him take down countless hard boulders, flashing V12 as though it was a warm up, and generally just silently crushing without the media eye. I always admired this, motivation through pure joy for the challenge.

Last year, I happened to be in France for work and reached out to Sam. He was living in Geneva, climbing in Switzerland and at the time, was working a steep roof Boulder called “Scarred for life” 8b+, put up by Dave Grahem (@dave_graham_) With a few days free in my schedule, we arranged to head the Boulder together.

As a filmmaker, I find joy sharing authentic stories of those that inspire me, and creating a style and format that breaks with convention.

This is a film about a friend and inspiration, this is Sam Weir (@sam__weir)

Executive Producer: Gareth Leah
Director: Gareth Leah
Camera Ops: Kai Czarnowski x Gareth Leah
Editor: Kai Czarnowski x Henry Allison
Photographer: Gareth Leah

Silky Saws — Wildfire Prevention Campaign

Overview

Following their acquisition by a global parent company, Silky Saws approached us to help reintroduce the brand to a broader audience through a new creative direction.

Rather than focusing solely on product features, we identified an opportunity to connect Silky’s tools to a larger, urgent issue—wildfire prevention.

In collaboration with Alpine Forestry, we developed a campaign rooted in real-world application: showing how arbor professionals are actively working to reduce wildfire risk through strategic forest management.

Challenge

Silky is widely respected within the arbor industry, but largely unknown outside of it.

The challenge was to:

- Expand awareness without losing credibility
- Introduce the brand to new audiences in a meaningful way
- Position the product within a real-world context that reflects its importance

At the same time, the campaign needed to avoid feeling opportunistic when addressing a serious and ongoing issue.

Approach

We grounded the story in reality.

Wildfires have increasingly impacted regions across the United States, Australia, and beyond—driven by rising temperatures, fuel buildup, and changing climate conditions.

Rather than focusing on destruction, we shifted the narrative toward prevention:

- Fuel thinning
- Forest management
- The role of arbor professionals in protecting homes and landscapes

Silky’s tools became part of that solution—essential, trusted, and used daily in the field.

Execution

We produced a series of field-based films documenting real forestry work in action.

Production leaned into:

- On-location shooting in active forest environments
- Natural light and real working conditions
- Minimal staging to preserve authenticity

The focus remained on the process:

- Cutting, clearing, and managing fuel loads
- The physical demands of the work
- The quiet, methodical effort behind prevention

This grounded approach positioned Silky not just as a tool—but as part of a larger system working to protect communities.

Creative Direction

The visual tone balanced:

- Raw, tactile close-ups of tools in use
- Wider environmental context showing scale and risk
- A restrained, observational style that lets the work speak for itself

The result is a campaign that feels credible, purposeful, and directly connected to real-world impact.

Impact

The campaign helped reposition Silky Saws beyond a niche professional audience.

By aligning the product with wildfire prevention efforts, the work:

- Expanded relevance to landowners and broader outdoor audiences
- Reinforced trust within the arbor community
- Elevated the brand’s role from tool manufacturer to active contributor in environmental stewardship

Deliverables

- Documentary-style campaign films
- Social-first video edits
- Photography assets from field shoots

Team

Client: Silky Saws
Partner: Alpine Forestry
Executive Producer / Director / DoP / Drone: Gareth “Gaz” Leah
Editor: Kai Czarnowski
Photographer: Will Saunders

Key Takeaway

When product is tied to real-world purpose, the story carries itself.

This project demonstrates how aligning a brand with meaningful, on-the-ground work can expand its audience while strengthening its credibility.

“The best tools don’t just do the job—they help protect what matters.”

Black Diamond — Kelly Halpin | Wild Places

Overview

We partnered with Black Diamond to create Wild Places—a film centered on mountain runner and artist Kelly Halpin.

The project explores the intersection of endurance, solitude, and creative expression—capturing a life shaped by time spent in remote terrain.

Challenge

Black Diamond’s audience expects authenticity.

This wasn’t about building a personality—it was about documenting one that already exists.

The challenge:

Tell a compelling athlete story without overproducing it

Capture endurance and isolation in a way that feels real, not romanticized

Reflect Black Diamond’s core values—self-reliance, commitment, and trust in the mountains

Approach

We built the film around Kelly’s relationship with wild places.

Rather than structuring the story around achievements, we focused on:

Process over outcome
Solitude over spectacle
Internal drive over external validation

Her background—from climbing in the Tetons to competitive snowboarding, and ultimately to mountain running—provided a natural arc grounded in resilience and adaptation.

Execution

Shot in the landscapes surrounding Jackson, Wyoming, the production prioritized mobility and minimal footprint to match the subject:

Lightweight, agile camera systems for remote access
Natural light to preserve authenticity
Real-time movement through terrain rather than staged sequences

Kelly’s approach—often solo and unsupported—defined the pacing and tone of the film.

The result is a piece that feels observed, not constructed.

Creative Direction

The film balances:

Expansive mountain environments
Intimate, internal moments
A restrained visual style that lets the landscape and subject lead

Kelly’s dual identity as both athlete and illustrator adds depth—connecting physical endurance with creative expression.

Impact

Wild Places reinforces Black Diamond’s position as a brand rooted in real experience.

By focusing on an athlete who embodies self-driven exploration, the film:

Strengthens credibility with core mountain audiences
Connects endurance sports with a broader creative lifestyle
Highlights a quieter, more introspective side of outdoor storytelling

Deliverables

Short documentary film
Social-first edits
Photography assets

Team

Client: Black Diamond
Athlete + Artist: Kelly Halpin
Producer / Director: Gareth “Gaz” Leah
Director of Photography / Editor: George Bruce Wilson
2nd Cam / Drone: Gareth Leah
Photographer: Christian Adam

Key Takeaway

Not every story needs to be amplified—some need to be respected.

This project demonstrates how restraint, authenticity, and trust in the subject can create work that resonates deeply with an audience that values experience over performance.

“The further you go, the quieter it gets—and that’s where the story lives.”

Client: Black Diamond @blackdiamond
Athlete + Artist: Kelly Halpin @kyehalpin
Producer: Gareth Leah @gazleah
Director: Gareth Leah @gazleah
Director of Photography: George Bruce Wilson @threepeakfilms
2nd Cam: Gareth Leah @gazleah
Drone: Gareth Leah @gazleah
Editor: George Bruce Wilson @threepeakfilms
Photographer: Christian Adam @christian_adam_

#onlyepic

Pit Viper — Exclusive Brand Film

Overview

When Pit Viper approached us, the brief wasn’t conventional.

This wasn’t about broad reach or polished brand messaging—it was about creating something for those in the know. A film that lives inside the brand’s world, not outside it.

Together with Dank Haus Productions, we set out to build a piece that pushes tone, pace, and expectation—while still delivering at a high level of production.

Challenge

Pit Viper exists in a space few brands can occupy:

Loud, self-aware, and intentionally controversial
Built on humor, absurdity, and anti-corporate energy
Deeply connected to a cult audience

The challenge was clear:

Match the brand’s intensity without diluting it

Avoid over-polishing something that thrives on chaos
Create a piece that feels exclusive, not mass-market

Approach

We leaned fully into the brand’s DNA. The concept centered on the journey:

From the moment you hit purchase → to the moment the “vision optimizers” land on your face.

What could have been a simple product delivery story became a hyper-stylized, exaggerated system—a world where:

Every step is over-engineered
Every process is taken too seriously
Every moment feels both professional and completely unhinged

The tone walks a fine line between:

Corporate precision
Satirical absurdity

Execution

This was a full-scale production designed to feel anything but traditional.

We pulled out all the stops:

Built-out art direction and stylized environments
High-end cinematography with controlled, intentional lighting
Practical and CGI elements to heighten the world
Fast-paced editorial to maintain energy and unpredictability

The result is a film that feels deliberate, chaotic, and unmistakably Pit Viper.

Creative Direction

Directed by Dan Krauss, the film balances:

Hyper-commercial aesthetics
Deadpan delivery
Escalating absurdity

Every frame reinforces the idea that Pit Viper isn’t just selling sunglasses—it’s selling an experience, a tone, and a point of view.

Impact

The film strengthens Pit Viper’s position as one of the most distinct voices in the outdoor and lifestyle space.

By fully committing to the brand’s tone, the project:

Deepens connection with its core audience
Reinforces its cult-like identity
Demonstrates how high-end production can elevate—not sanitize—bold creative

Deliverables
Hero brand film
Social-first edits
Digital campaign assets

Team

Client: Pit Viper
Production: Well Good Productions × Dank Haus Productions
Executive Producer: Gareth “Gaz” Leah
Director: Dan Krauss
DoP: Adam Clark
Editor: Tom Dull
Production Coordinator: Hadley Michaels
Art Director: Ruel Brown
AC: Kai Czarnowski
Sound: Connory Johnson
Gaffer: Kenny Hoffmann
Grip: Larry Mondragon
Production Assistant: Lauren Echo
CGI: Kyle Gallagher

Key Takeaway

Not every brand needs to be safe.

This project shows how committing fully to a brand’s identity—no matter how unconventional—can create work that resonates deeper than anything designed for the masses.

“If it’s for everyone, it’s for no one.”

BFGoodrich — Trail-Terrain T/A® Campaign

Overview

We partnered with BFGoodrich and agency Six Speed to produce a campaign for the Trail-Terrain T/A®—a tire designed for drivers who move seamlessly between pavement and dirt.

Built around the idea that “the good road in isn’t always the good road out,” the campaign positioned the product as a reliable crossover between daily driving and off-road capability.

Challenge

The Trail-Terrain T/A® sits in a nuanced space:

More capable than a standard road tire
More refined than a full off-road tire
The challenge was to communicate this balance clearly—without over-indexing on either extreme.

The work needed to:

Showcase durability and off-road performance
Maintain credibility as a daily-use tire
Appeal to a growing audience of adventure-oriented drivers

Approach

We focused on real-world transitions—capturing the moment where pavement ends and terrain begins.

Rather than staging extremes, the creative leaned into:

Natural progression from road to trail

Subtle performance cues over exaggerated action

Vehicles being used as they actually are—daily drivers pushed just beyond their limits

This grounded approach reinforced the product’s versatility and credibility.

Execution

We delivered a high-end automotive production designed for both cinematic impact and technical clarity.

Key elements included:

Precision camera car work in collaboration with Override

Dynamic terrain shifts—from smooth asphalt to loose gravel and soft soil

Controlled driving scenarios highlighting traction, durability, and stability

Vehicles featured included builds from Subaru and Ford—reinforcing the tire’s fit within real-world adventure platforms.

Creative Direction

Developed by Jason Bax and John Towner, the campaign balanced:

Technical product storytelling
Cinematic automotive visuals
A grounded, authentic tone

The result was a piece that communicates performance without overstatement—aligned with the expectations of a knowledgeable automotive audience.

Impact

The campaign successfully positioned the Trail-Terrain T/A® as a versatile, everyday tire with real off-pavement capability.

By focusing on authenticity and real-world use, the work:

Reinforced trust in the product’s performance

Connected with a growing segment of adventure-driven consumers

Delivered a clear, differentiated message within a crowded tire market

Deliverables

Campaign film
Social-first edits
Automotive lifestyle content
Product-focused visuals

Team

Agency: Six Speed
Client: BFGoodrich
Creative: Jason Bax, John Towner
Production: Well Good Productions
Producer: Gareth “Gaz” Leah
DIT: Alexey Gulenko
Camera Car: Override
Talent: Justin Morgan, Jordan Chamberlain

Key Takeaway

In automotive, credibility comes from restraint.

By focusing on real-world performance and controlled execution, the campaign demonstrates how to communicate capability without exaggeration—building trust with an audience that knows the difference.

“Performance doesn’t need to shout—it just needs to show up when the road runs out.”

Agency: Six Speed @_sixspeed
Client: BFGoodrich @bfgoodrichtires
Creative: Jason Bax + John Towner @baxtowner
Production: Well Good Productions @wellgoodmedia
Producer: Gaz Leah @gazleah
DIT: Alexey Gulenko @alexeygulenko
Camera Car: Override @overridefilms
Talent: Justin Morgan @jmosends + Jordan Chamberlain @iamjordi_c
Vehicle: Subaru @subaru_usa + Ford @ford

#onlyepic #beyondtheordinary

Gregory Packs — Global Brand Partnership (2019–2022)

Overview

From 2019 to 2022, we partnered with Gregory Packs as both production company and creative agency—leading campaign development, content production, and brand storytelling.

During this period, Gregory evolved from a legacy, performance-driven outdoor brand into a more expressive, globally relevant voice—connecting with a broader and more diverse audience.

Our role was to help define and deliver that shift.

The Shift (Before → After)

Before (Pre-2019)

Product-first, technically focused brand
Strong credibility with core outdoor users
Limited emotional storytelling
Narrower audience perception
Inconsistent global identity

After (2022)

Balanced performance + personality
Clear, ownable creative direction
Story-driven content connecting with real experiences
Expanded appeal to younger and more diverse audiences
Cohesive, globally relevant brand presence

Challenge

Gregory had deep credibility in technical performance, but faced a key inflection point:

How to maintain trust with core users

While expanding into a more lifestyle-driven, globally relevant audience

The brand needed a unifying creative direction that could bridge heritage and modern outdoor culture.

Approach

We developed a creative ethos that became central to Gregory’s identity during this period:

“Fun. Wild. Free.”

This wasn’t a tagline—it was a strategic framework.

It informed:

Casting and community representation
Story direction and tone
Visual energy and pacing
The environments and experiences captured

The goal was to reposition Gregory as a brand that doesn’t just perform—but enables freedom, spontaneity, and expression in the outdoors.

Execution

Across a three-year partnership, we delivered a continuous stream of brand and campaign content:

Global campaign films
Social-first storytelling
Product launches and brand narratives
Photography libraries and retail assets

Production took place across multiple international locations to build a globally resonant identity:

Norway
Morocco
France
Italy
Iceland
Canada
Hawaii
Utah
Washington
Oregon

This global footprint ensured the brand reflected a wide spectrum of landscapes, cultures, and outdoor experiences—expanding its relevance beyond a single market.

Distribution & Reach

Content was distributed across Gregory’s owned channels and key retail partners, including REI.

During the partnership:

Gregory built and maintained a 160K+ Instagram audience

Established a more consistent and recognizable visual identity

Increased engagement through human-centered, story-driven content

The strategy focused on sustained growth and long-term brand equity, rather than short-term spikes.

IMPACT

Over the course of the partnership, Gregory experienced a clear evolution in both reach and perception:

Transitioned from a purely technical brand to one balancing performance with personality

Expanded into a more diverse and globally relevant audience

Strengthened its position across both specialty retail and cultural outdoor spaces

Created a scalable content system that supported ongoing growth

The “Fun. Wild. Free.” ethos became a unifying thread—helping Gregory connect emotionally with its audience while maintaining its core credibility.

DELIVERABLES

Multi-year creative direction
Full-scale production (video + photography)
Global campaign shoots
Social content systems
Product storytelling assets
Retail and brand visuals

LIKE WHAT YOU SEE?

If you’re looking to evolve your brand—without losing what makes it credible—we can help define the direction and deliver it at scale.

Let’s build something that lasts.

“Brand isn’t built in moments—it’s built in consistency.”

Gregory Packs — Plus Size Collection Launch

Overview

Gregory approached us with a product that aligned directly with our core principles—equality, inclusivity, and access. Their new plus-size pack wasn’t just an iteration of existing gear, but part of a broader shift toward making the outdoors more accessible to a wider audience.

Developed in collaboration with Unlikely Hikers, the collection was shaped by over a year of testing with their community—ensuring it reflected real-world needs rather than assumptions.

Our role was to bring these stories to life—capturing the lived experience of hikers who have historically been overlooked, and reframing what belonging in the outdoors looks like.

Challenge

The outdoor industry has long underserved larger-bodied athletes—both in representation and in product design.

Gregory’s challenge was twofold:

Introduce a technically sound plus-size pack

Communicate its purpose in a way that felt authentic, not performative

This required moving beyond traditional product marketing and building a campaign grounded in real voices and lived experience.

Approach

We partnered directly with Unlikely Hikers to ensure the campaign was community-led from the outset.

Rather than focusing on product features alone, we built a narrative around:

Personal experience in the outdoors

Barriers to entry and moments of exclusion

The reasons people continue to return

The goal was to create work that felt honest, human, and representative of a broader audience—while still delivering a strong product message.

Execution

We produced a suite of social-first films and campaign assets designed for distribution across Gregory and Unlikely Hikers’ platforms.

The creative focused on:

Documentary-style storytelling

Natural environments that reflect real use

Intimate, voice-led narratives over scripted messaging

Content was designed to live natively across social—prioritizing authenticity, shareability, and connection over traditional ad formats.

Distribution & Reach

The campaign was distributed across:

Gregory’s owned channels (100K+ audience)Unlikely Hikers’ platform (200K+ highly engaged community)

This combined reach positioned the campaign in front of a large, highly targeted audience already engaged in conversations around inclusivity in the outdoors.

In addition, the product launched through major retail channels including REI, significantly expanding national visibility and reinforcing credibility within the outdoor industry.

Impact

The campaign supported the launch of the outdoor industry’s first dedicated plus-size backpack line—marking a meaningful step toward more inclusive product design.

By centering real voices from the Unlikely Hikers community, the work moved beyond representation and into tangible access—helping redefine who the outdoors is for.

The project contributed to a broader cultural shift within the industry, where inclusivity is no longer just a message, but a product-led commitment.

Deliverables

Social-first campaign films
Short-form video edits for digital distribution
Brand storytelling assets
Photography for campaign use

Key Takeaway

This was not just a campaign—it was the launch of a new category within outdoor gear.

By combining community-led storytelling with product innovation, Gregory was able to authentically connect with an underserved audience while setting a new standard for inclusivity in the industry.

Client: Gregory Packs x Unlikely Hikers‍ ‍
Executive Producer: Gareth Leah
Creative Director: Gareth Leah
Photography: Will Saunders
DoP: George Bruce Wilson‍ ‍
Talent: @jennybruso @breezy__does__it @friedchicken515 @chilltash @bobbyyoungs

#onlyepic