Smartwool :: Intraknit ReIgnite Campaign
Role :: Creative Director / Art Director
Assets :: Multi-phase campaign. Phase one showcased the innovation of Intraknit technology; phase two featured professional athletes using the gear at peak performance. Designed a night-shoot concept with bold use of black to signal premium materials and innovation while staying true to Smartwool’s DNA. Selected photographer Tyler Revelle to authentically capture both the technology and the athletes, resulting in a campaign that elevated the line above the rest of the brand portfolio.
Intraknit :: Phase 1
Launched in Spring, this was a teaser made to build excitement and anticipation - using CGI to help tell the story of the complex engineering of the product.
Intraknit :: Phase 2
In this version we launched it early Fall to leverage that the snow season was right around the corner. Using real athletes; Ben Peochman and Delilah Cupp, we brought together a unique color pallet that gave a sense of elite use and awe.
Social Carousels
Paid ads
Print ads
Workbook pages
Instore POP
