Eddie and Christine Bauer turned their passion for the outdoors into a business 106 years ago, creating a brand built 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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This Fall campaign was designed to be intentionally disruptive. While Eddie Bauer traditionally shoots in the outdoors, we brought the elements inside — recreating wind, mist, and rugged terrain on a large soundstage. The unexpected setting expanded the brand’s visual language, helping introduce a new generation to Eddie Bauer while still honoring its heritage.

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I collaborated with our team to create playful, authentic moments, giving 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 was designed to feel as approachable, versatile, and weather-ready as the people who wear the collection. The imagery was paired with cheeky taglines that tied the storytelling together, reinforcing the campaign’s tone and making the work feel both unexpected and unmistakably on-brand.