Who doesn’t love working on a classic American brand built with guts and great advertising. We had a blast modernizing the old “Tested Tough” strategy with founder/matriarch Gert Boyle, a great CMO in Stu Redsun, and a wonderfully collaborative team at Columbia Sportswear HQ. We traveled to far corners of the world, pushed celebrities out of their comfort zones, worked with Columbia HR to create an actual new job titled Director of Toughness, and hired a duck wrangler. Creative heaven.
Brand Strategy by Columbia Sportswear + North Production: 1938 Collective (North + Columbia Brand Design Group Hybrid), Creative Artists Agency (CAA), Food Chain Films, Uber Content Directed by North, Mark Ray, Chris Hooper, Luke Perkins
Columbia Entertainment Director: Doug Williams