The TERREX Free Hiker Parley launched in SS20 as the first iteration of the hugely successful hiking franchise to be made with Parley Ocean Plastic, upcycled plastic waste intercepted from beaches before reaching our oceans.

As briefs to have land on your desk go, creating the campaign to bring this innovative product to market was right up there.

 As Creative Lead on this project, it was clear our narrative needed to bring land and sea together to tell the story of the Free Hiker Parley, and we also needed the voice of the campaign to be authentic.

 We wanted someone who had a real connection to the mountains, the oceans, and the issue of plastic waste. After extensive research, we landed on Keith Ladzinski, the world-renowned National Geographic photographer, who focuses much of his work on issues relating to climate change and sustainability.

 As his million or so Instagram followers will attest, Keith speaks about the issues facing our planet in a way that is engaging, relatable, pragmatic, and hopeful. So in addition to storyboarding a Hero Film featuring Keith, we also planned for a IGTV piece where I would interview him.

 The resulting campaign, shot over ten days in the Big Sur, California, was a real team effort, and struck the mini doc feeling we were reaching for.