Wed, 10 May 2023 14:39:00 GMT
Creative company Farm League has unveiled its latest campaign with Columbia Sportswear and agency InGoodTaste. Comprising of three unique spots, entitled 'Shirt Off Our Back’, ‘Be The Goat’ and ‘Angler’s Anthem’, the campaign was directed by Janssen Powers and Chris Malloy. Working closely with the agency, the directors helped develop a unique voice and feel for each category of clothing - fishing, hiking shoes and all-terrain shirts.
‘Shirt off Your Back’, directed by Janssen Powers, depicts a charming adventure shared between the mannequin and the designer who meticulously crafts the Columbia apparel. Highlighting the brand’s genuine reverence for the outdoors and Janssen’s inherent connection to natural spaces as a filmmaker, the inspirational film spotlights the unwavering perseverance of Columbia designers, who vigorously test garments to ensure they are fit for challenging weather conditions.
Showcasing the various ways the Columbia shirts are designed for the great outdoors, the garments were blasted with sand, drenched in water and hauled through the mountains during production to show the level of dedication and perfection the outerwear company strives for when designing its garments. Despite being only 60” in length, the film traverses an impressive number of locations in Chile, with the environment being an integral contribution to the narrative.
Janssen’s comedic second film, ‘Be The Goat’, highlights the unlikely parallels between Columbia mountain shoes and goat hooves, portraying these two parties as both empowered by their footwear in similar ways. Striking the perfect balance between humour and showcasing the product, the film incorporates natural-history-style visuals and stock footage of goats to make the film feel rugged, in speaking to the capabilities of the shoes. In the light, playful contrast between human and goat, Janssen explores the shared connection that people and animals have in the outdoors and the tools they use to get there.
By contrast, director Chris Malloy’s charming film ‘Angler’s Anthem’, is an introspective look at fishing and the relationships it fosters. Set on the waterbank, this spot showcases the legendary fishing culture Belize has to offer. Chris worked closely with the talent to create a story that’s true to their real-life passions and authentically capture the lifetime of dedication these fishermen had given to their craft. Spotlighting the Columbia products that they utilise everyday on the water to practise this method of fishing, the film illustrates a truly authentic and naturopathic relationship between the community and the products they depend on.
The campaign will run beginning May 1st across social and select broadcast markets.
Tim Lynch, founder and EP at Farm League, comments: “At Farm League, we’ve been fortunate to make a meaningful contribution and impact through our partnerships with many outdoor brands over the years. Our latest collaboration with InGoodTaste & Columbia has been extra special. The work is so fulfilling on both a creative level and as a partnership. I’m a believer in the incredible work talented teams can make together. This campaign is a reflection of that trust, which puts Columbia’s commitment to their products at the front.”
Categories: Sports and Leisure, Outdoor EquipmentFarm League, Wed, 10 May 2023 14:39:00 GMT