#ONLYEPIC
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.
—————
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
—————
KEY NINSIGHT
Consistency in brand storytelling across seasons drives long-term equity and repeat engagement, particularly in premium outdoor categories.
—————
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.
—————
DELIVERABLES
- Seasonal campaign films
- Social-first edits
- Photography assets
- Retail-integrated visuals
—————
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
—————
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.”