2019 - 2021 | New Zealand | GLOBAL | BRAND & CAMPAIGNS
icebreaker
Icebreaker had built its reputation with outdoor adventurers, but risked being left behind by a younger, urban audience increasingly drawn to competitor lifestyle-led performance brands.
The challenge was to expand Icebreaker beyond pure outdoor wear. Repositioning it as a brand for everyday movement, from hikes and running to city living -without diluting its credibility with its core audience.
Rather than changing what the brand stood for, the work focused on expanding its cultural footprint, staying rooted in performance and nature while becoming more relevant to modern urban lifestyles.
Working within the global team, I concepted, art directed and produced campaigns, digital experiences and social content that helped define a refreshed visual and narrative system across global markets.
During this period, I also helped shift the brand’s global production approach in response to COVID, moving toward more flexible, remote-friendly production models. This opened the door to a more agile content pipeline and greater collaboration with creators and influencers, which became a key part of extending the brand’s reach and cultural relevance.
