A change of scenery is sometimes all we need to see things from a new perspective. It’s when we take new steps, break new ground, and clear new tracks that the extraordinary happens. Every day reminds us that there is much left to explore. But 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 that the landscapes appear both lived in and unlike anything we've seen before. Everywhere around us, stories and heritage intertwine. Those who came before us trod these paths a million times. But the wonder of the outdoors and the joy of mapping the wild remain the same.
Since 1927, the master bootmakers of Le Chameau have handcrafted the highest quality rubber boots, one pair at a time. The superior standards we set for our products have made us the go-to brand for professionals of the outdoors for close to a century. And as we evolve with the wild spaces that surround us, we welcome a new generation of outdoor lovers, adventurers, and trailblazers who love and trust us too. Step into our boots and leave a footprint that you can stand behind.
My Role:
As Creative Director for Le Chameau's Autumn/Winter campaign, "Same Boots, New Landscapes," my role was to shape a creative vision that seamlessly blends the brand's rich heritage with a fresh, adventurous spirit. Along with my team, we developed a narrative that highlights how a change of scenery allows us to see things from a new perspective, positioning Le Chameau’s boots as timeless companions in ever-shifting landscapes. The overall goal was to evoke a sense of discovery and exploration, tapping into the emotional connection we feel 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—The campaign had 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 the campaign subtly reflects the craftsmanship that has been at the heart of the brand since 1927, while speaking to a new generation of adventurers. Leading a talented team of creatives and working closely with marketing and product teams, the focus was to craft a campaign that not only tells a compelling story but also drives engagement and commercial success.
Through real and authentic stories from outdoor professionals that emphasized the boots’ durability and authenticity. Ultimately, creating a campaign that positions Le Chameau as both timeless and forward-thinking—a brand that inspires new journeys while standing on the strength of its legacy.