Adventures on the fly

Hiking shoes come in all manner of shapes, sizes and technical specs. It’s a crowded marketplace. And the jargon can be overwhelming. The ask on this brief was to cut through all of that noise and launch the TERREX Swift, which, as the name suggests, is all about moving through the outdoors as freely as possible.

Our creative treatment looked to build the key USPs of the shoes into a compelling narrative. Technical, but not overly complicated, well-made but not overpriced, Swift, is the shoe you throw in the boot of your car ahead of a last-minute weekend in the outdoors. To tell this story as authentically as possible, we worked with professional outdoor photographer, Sophie Odelberg, and shot in the wilds of Jämtland in her native Sweden.

As Creative Lead on this project, we captured a mix of commercial and editorial photography, a hero film and product details (USP) film. The work went live globally for adidas across .com, social and in retail across 2022.