#ONLYEPIC
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.”