The Great Outdoors: Launching the Mountain Warehouse 2022 Windbreaker
Client: Mountain Warehouse
Project: Windbreaker Release & "Be Outside" Campaign
Discipline: Lifestyle Photography & Social Media Content
The Brief: Capturing the Spirit of Adventure
Mountain Warehouse, a leader in outdoor gear, approached Visually Rich to produce a set of high-impact visuals for the launch of their 2022 Windbreaker collection. The goal was to create a suite of "Be Outside" campaign imagery that felt authentic, rugged, and aspirational. The assets needed to be versatile enough for high-street storefronts, catalogue use, and high-engagement Instagram content.
The Location: Scouting the Perfect Backdrop
To represent the versatility of the windbreaker, we selected two distinct UK locations that showcased the jacket in its natural element.
The Forest Trail: Focusing on the jacket’s breathability and movement during active use.
The Rugged Peak: Highlighting the protective elements of the gear against the elements.
By choosing locations that offered a mix of dense woodland and expansive rocky vistas, we were able to provide a diverse range of lighting and textures that complimented the product's color palette.
The Challenge: Dynamic Lighting in the Wild
Shooting outdoor apparel photography in the UK means working with unpredictable weather. We needed to maintain a consistent "bright but moody" aesthetic across both locations. Our team utilized a "light and fast" setup, allowing us to chase the best natural light while navigating difficult terrain. The focus was on capturing the performance of the fabric—showing how the windbreaker moves and reacts to the environment.
The Solution: Authentic Lifestyle Storytelling
Rather than stiff, staged poses, we opted for a lifestyle-first approach. We directed our models to interact naturally with the environment—hiking, climbing, and taking in the view. This "behind-the-lens" documentary style resonates more deeply with Mountain Warehouse’s audience, who value authenticity over airbrushed perfection.
We also delivered specific Instagram-first assets, utilizing vertical compositions and close-up detail shots that highlight the technical features of the windbreaker, such as water-resistant zips and adjustable hoods.
The Result: A Successful Multi-Channel Launch
The resulting imagery provided Mountain Warehouse with a comprehensive library of assets for their global 2022 campaign. The "Be Outside" imagery successfully bridged the gap between technical outdoor performance and everyday lifestyle wear, driving engagement across social channels and reinforcing the brand's identity as the go-to for UK outdoor enthusiasts.
