Gore-Tex Pro

Gore-Tex Pro exists for the worst conditions, so the creative had to look like it was made in them. I was tasked with developing the campaign’s look and feel from the ground up and carrying it across the website, paid media, organic social, and email.

The direction was moody, wet, and gritty. Rain-soaked landscapes, heavy skies, and muted, weathered tones replaced the polished gear shots typical of the category. The product was shown doing its job, with weather as the main character and the gear holding the line against it. The visuals made no attempt to soften the conditions, which gave the work a tension and honesty that stood apart in a crowded outdoor feed.

From that foundation, I adapted a single visual idea to each channel’s constraints: full-bleed, atmospheric storytelling on site, thumb-stopping frames for paid and organic social, and email layouts that kept the same texture and mood in a much smaller space. The result was a campaign that felt cohesive wherever a customer met it. It remains among the highest-performing creative on Meta, a sign the grit resonated with the audience it was built for.