Do what feels natural.

The team behind Smartwool’s natural performance materials can nerd out on product specs all day long. So can every other outdoor brand. And every other outdoor brand’s ads tend to feel like a product spec hangtag. They just want their hard work and nerdery to allow people to get outside and do what feels natural. Don’t worry about your performance merino wool gear, it’s good. Its comfort allows you to focus on nature and enjoy it.

Creative Direction/Film/Campaign Design