A change of scenery can often provide the fresh perspective we need. It's when we take new steps, venture into uncharted territory, and blaze new trails that extraordinary experiences occur. Each day serves as a reminder that there is still much left to explore. It’s only when we reach the top of the hill, the edge of the forest, or the shore of the lake that we see the landscapes around us—both familiar and unlike anything we've encountered before. Stories and heritage intertwine in every corner. Those who came before us walked these paths countless times. Yet, the wonder of the outdoors and the joy of discovering the wild remain timeless.
Since 1927, the master bootmakers at Le Chameau have handcrafted the highest quality rubber boots, one pair at a time. The exceptional standards we set for our products have established us as the go-to brand for outdoor professionals for nearly a century. As we evolve alongside the wild spaces that surround us, we welcome a new generation of outdoor enthusiasts, adventurers, and trailblazers who love and trust our brand. Step into our boots and leave a footprint you can stand behind.
As Creative Director for Le Chameau's Autumn/Winter campaign, "Same Boots, New Landscapes," I was responsible for shaping a creative vision that seamlessly blends the brand's rich heritage with a fresh, adventurous spirit. This marked my first campaign for the organization, and my focus was on telling human stories of new perspectives while evoking emotion by pushing creative excellence in how and what we shot.
Together with my team, we developed a narrative that emphasizes how a change of scenery can offer new perspectives, positioning Le Chameau’s boots as timeless companions across ever-shifting landscapes. Our overall goal was to evoke a sense of discovery and exploration, tapping into the emotional connection we share with the outdoors.
We defined the visual direction to ensure that the campaign balances ruggedness with aspiration, placing the handcrafted boots at the center of stunning, untamed environments. Across all platforms—photography, film, social media, and in-store—we established a curated and cohesive style, using earthy tones and natural textures to reinforce the brand’s deep connection to nature.
By integrating Le Chameau’s heritage, we ensured that the campaign subtly reflects the craftsmanship that has been at the heart of the brand since 1927, while also appealing to a new generation of adventurers. Leading a talented team of creatives and collaborating closely with marketing and product teams, our focus was on crafting a campaign that not only tells a compelling story but also drives engagement and commercial success.
Through real and authentic stories from outdoor professionals, we emphasized the boots’ durability and authenticity. Ultimately, we aimed to create a campaign that positions Le Chameau as both timeless and forward-thinking—a brand that inspires new journeys while standing strong on the foundation of its legacy.