ARC’TERYX
Arc’teryx:
For What’s To Come
Arc’teryx already had the campaign in mind. “For What’s To Come” - it was built on a simple idea: change and uncertainty are constant, and we face what’s ahead together. What the brand needed were the stories to bring that message to life.
They approached directors Justin Smith and Chris Murphy with a focused brief: identify three athletes who could carry the campaign, and write a creative treatment mapping each character’s potential story arc.
The Insight
A campaign about the future only works if the people in it are truly in motion. So rather than celebrate past achievements, we proposed portraits built on one premise: where each athlete is today, and where they’re headed next.
The Stories
Each film became one pillar of the campaign: The Anthem - A film trailer offering insights into each character’s story and used to create momentum and anticipation around the content series and campaign.
Ready
Chad Sayers. A story about growth through collective learning, and listening to nature and to each other to prepare for what’s ahead.
Built
Alannah Yip. A story about learning from both triumph and failure, and how every attempt shapes the next.
together
Together — Janelle, Mark and Seyla. A family’s story about connection across generations and a shared determination to build a better tomorrow.
The Work
We wrote a creative treatment for each character before a camera rolled, giving Arc’teryx a clear view of every story arc and how it would serve the campaign. From there, we directed three portrait-style documentaries that let each athlete speak to the message in their own words.
Why It Matters to Us
Sometimes a brand arrives with the message already written. Then our job is to find the people who live it. Thoughtful casting and a clear treatment turn a campaign line into stories audiences believe.