For Icons of Exploration, we built a campaign language around a simple provocation: RESET YOUR NORMAL. Exploration doesn’t have to mean far away — it can be one mile or a thousand — but it always changes your trajectory. The creative framed outerwear as the enabler of that reset, translating performance into a feeling: new destination, new energy, new possibility.

The system organized around three product truths — Reset Waterproof, Reset Warmth, and Reset Protection — and turned them into bold, ownable campaign modules. We mixed practical studio photography with expressive CGI textures and atmospheric elements, then brought every asset to life in motion for social and digital banners. A comprehensive visual center made it easy for geos and outside teams to keep the work consistent while still letting it flex.

The language extended into retail, where animated textures became living backdrops on seamless screens — giving each piece an environment that felt as active as the product itself. The result is a campaign that’s clean, kinetic, and built to scale, while keeping the spirit of exploration unmistakably front and center.