Eddie and Christine Bauer turned their passion for the outdoors into a business over 100 years ago, building a brand for people who feel most at home outside. Today, that legacy continues—serving everyone from weekend hikers and mountaineers to those pulling on a jacket to walk the dog in unpredictable weather.

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Designed to be intentionally disruptive, this Fall campaign brought the outdoors inside. Rather than shooting in the natural environments traditionally associated with Eddie Bauer, we recreated wind, mist and rugged terrain on a large soundstage. The unexpected setting expanded the brand's visual language, introducing a new generation to Eddie Bauer while honoring its heritage.

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Working closely with the creative team, I helped shape playful, authentic moments that gave talent the freedom to explore, relax and connect in a safe, controlled environment. From insulated layers for crisp mornings to rain jackets for blustery walks, the content reflected the approachable, versatile and weather-ready spirit of the collection. Paired with cheeky taglines, the imagery brought the storytelling together in a way that felt unexpected, engaging and unmistakably Eddie Bauer.