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Berghaus - Freeflow
Mar 25, 2024
Strategy, Art Direction, Design, Production, Animation
Berghaus tasked us to show off the unique features of revolutionary new Freeflow backpack, creating a compelling narrative around their continuous product innovation.

The Challenge

Berghaus tasked us to show off the unique features of the revolutionary new Freeflow backpack, creating a compelling narrative around their continuous product innovation.

Goals

Our objective was to generate excitement and develop a comprehensive campaign that showed consumers the technical advantages of Berghaus’s latest Freeflow technology. At the same time we aimed to reinforce Berghaus’s position as a premium brand in outdoor adventure, while driving sales for the new Freeflow backpack collection. 

Concept

Our approach centred on celebrating innovation. We sought to immerse consumers in the technological advancements of the product by dissecting its features and showcasing them prominently. Incorporating a blend of 3D animation for in-depth storytelling and clean white-background imagery featuring the product on model, we aimed to evoke a sense of psychological innovation.

Approach

Understanding the importance of attention to detail and insight into the behaviours of outdoor enthusiasts, we developed a creative strategy with two primary focuses. 

The first emphasis was on the backpack’s visual appeal when worn. Employing high-quality audio-visual production, we captured a 360-degree view of the product on models. This not only presented the product in its best light but also captivated the audience with visually stunning imagery. 

The second key focus delved into the unique technical innovations of the Freeflow backpack. Using 3D animation, we dynamically highlighted these features, delivering a creative and informative visual narrative to consumers. This approach not only underscored the product’s distinctiveness but also provided consumers with a deeper understanding of the technical advancements embedded in the Freeflow backpack. 

To generate anticipation in the market, we conducted thorough research and identified 100 authentic outdoor enthusiasts. We seeded the packs to them during the pre-launch phase, without expectation to post, authenticating the backpacks' association with mountain adventures.

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