Reaching a new outdoor audience


From the channels of the Northwest Passage to the summit of Mount Everest, Woods has been a mainstay for Canadian explorers. But the brand needed to connect its deep roots with a new consumer—the urban escapist who doesn’t want a closet full of specialized gear, and craves style as much as substance. Enter the Heritage 1885 Collection: classic looks with the craftsmanship the brand has honed over more than a century.

To position Woods as a household name for everyday outdoor apparel, it was time to look at their heritage with a new lens—and chart a course the brand can own far into the future.

A timeless brand tagline


The Heritage 1885 Collection is designed for the memory-makers. It’s an homage to all the explorers who came before—and the ones who are just getting out there. Our campaign strategy was to dial down the intensity of the outdoor world and create an approachable narrative to draw in modern escapists.

The campaign’s rallying cry is a single line that evokes emotion and intrigue, and above all else it’s the truth. This collection is perfected by time. Our art direction and stylistic vision all tied back to the quality Woods has refined over decades. No matter what you do with your time outside, you’re more immersed when your clothes are up to the task—and these lifestyle designs were made to last.

Campaign assets that convert

Woods was ready to elevate their visual narrative into something gritty and authentic. Inspired by the brand’s history of adventure, we framed our art direction around a concept that took their target audience on a journey out of the city and into the woods.

We scouted a BC cabin backdrop for a shoot to show the collection’s easygoing style and durability in action. After a day on location we moved in-studio, armed with vintage props from the Woods archive, to capture detail shots that connect the brand’s deep history to today’s adventurers.

In every frame, we pushed out of the traditional happy camper look into an intentionally moody aesthetic. This emotive photo and video content supported campaign roll-out—from PDPs to store fixtures to digital ads.

Credit:

Photography: Rachel Pick, Chase White
Producer: Eliza Nowack
PA: Frederique Joncas
Digital tech: Sean Best
Photo assist: Sean Ponsford, Rob Massie
Stylist: Mila Franovic
Hair and Makeup: Maria Renée Walton
Talent: Mahmoud at Stranger Agency, Bree at Alaeria Agency, Jasmyn at Stranger Agency, Scott at Lizbell Agency
Studio: Elastic Studios