Columbia's cold comfort
A new campaign and brand platform for Columbia Sportswear features ravenous vultures, collapsing snowdrifts and crocodile-infested waters, as the brand tells us that it's Engineered for Whatever.
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Credits
View on- Agency adam&eveDDB/London
- Production Company SMUGGLER/London
- Director Henry-Alex Rubin
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Credits
View on- Agency adam&eveDDB/London
- Production Company SMUGGLER/London
- Director Henry-Alex Rubin
- Producer Ray Leakey
- Managing Director Fergus Brown
- DP Oliver Millar
- Editing Final Cut/London
- Senior Post Producer Nikki Porter
- Editor Joe Guest
- Editor Leah Burton
- VFX Company Framestore/London
- Head of Editorial Humberto Reynaga
- Creative Director/VFX Supervisor Kamen Markov
- Executive VFX Producer Alexia Paterson
- Head of Design David Lochhead
- Producer Mariano Melman Carrara
- Animation Supervisor Brad Silby
- Head of CG Johannes Sambs
- Colorist Matthieu Toullet
- Color Producer Chris Anthony
- Audio Post Wave Studios/London
- Producer Caroline Jemirifo
- Sound Designer Parv Thind
- Music Supervision Soundtree Music
- Head of Music Luis Almau
- Producer Luke Fabia
- Music Supervisor Neil Athale
- Music Supervisor Colin McIlhagga
- Managing Director Jay James
- Production Service Division Film
- Chief Creative Officer Mike Sutherland
- Chief Creative Officer Antony Nelson
- Creative Director James Crosby
- Design Director Scott Silvey
- HP Sally Pritchett
- Creative Mike Whiteside
- Creative Ben Robinson
- Creative Director William Cottam
- Producer Charlotte Ellison
- Producer Deborah McCartney
- DP Mateo Akira
- CG Supervisor Henrique Campanha
- Music Supervisor Luke Georgiou
- Composer Irving Berlin
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency adam&eveDDB/London
- Production Company SMUGGLER/London
- Director Henry-Alex Rubin
- Producer Ray Leakey
- Managing Director Fergus Brown
- DP Oliver Millar
- Editing Final Cut/London
- Senior Post Producer Nikki Porter
- Editor Joe Guest
- Editor Leah Burton
- VFX Company Framestore/London
- Head of Editorial Humberto Reynaga
- Creative Director/VFX Supervisor Kamen Markov
- Executive VFX Producer Alexia Paterson
- Head of Design David Lochhead
- Producer Mariano Melman Carrara
- Animation Supervisor Brad Silby
- Head of CG Johannes Sambs
- Colorist Matthieu Toullet
- Color Producer Chris Anthony
- Audio Post Wave Studios/London
- Producer Caroline Jemirifo
- Sound Designer Parv Thind
- Music Supervision Soundtree Music
- Head of Music Luis Almau
- Producer Luke Fabia
- Music Supervisor Neil Athale
- Music Supervisor Colin McIlhagga
- Managing Director Jay James
- Production Service Division Film
- Chief Creative Officer Mike Sutherland
- Chief Creative Officer Antony Nelson
- Creative Director James Crosby
- Design Director Scott Silvey
- HP Sally Pritchett
- Creative Mike Whiteside
- Creative Ben Robinson
- Creative Director William Cottam
- Producer Charlotte Ellison
- Producer Deborah McCartney
- DP Mateo Akira
- CG Supervisor Henrique Campanha
- Music Supervisor Luke Georgiou
- Composer Irving Berlin
Outdoor sportswear brand Columbia has launched a new brand platform, Engineered for Whatever, that looks to take on Mother Nature at her own game.
Created by adam&eveDDB London, the agency's debut campaign for the brand, it marks the first major brand platform relaunch for Columbia in a decade.
The campaign comprises a main brand film [above] and three slightly crazy product test films [below] which feature testers dangling over crocodile-infested waters, being strapped to a snowplow, and rolling down a steep mountain slope inside a giant snowball.
The films were all directed by Henry-Alex Rubin through SMUGGLER and as well as the madcap product films, the main brand commercial flips the script on traditional outdoor apparel tropes by showing people hunted by ravenous vultures, pancaked by hidden potholes and rag dolled by collapsing snow drifts. It even features a darkly comedic cameo by mountaineer Aron Ralston, who is known globally for surviving a canyoneering accident by amputating his own arm in order to survive, a story that was depicted in the critically acclaimed movie 127 Hours starring James Franco. Soundtracking the spot is a thrash metal cover of Irving Berlin’s breezy classic Blue Skies, famously sung by the likes of Ella Fitzgerald and Frank Sinatra.
“With its fresh and visceral 'Engineered for Whatever' brand platform, Columbia Sportswear is bringing the brutal side of the outdoors to life, to prove their gear can handle it all," said Ant Nelson and Mike Sutherland, Chief Creative Officers at adam&eveDDB London. "The repositioning resurrects the brand’s irreverence and verve and shows its audience that they can trust Columbia’s apparel and enjoy the great outdoors no matter what (mis) adventures they get up to.”
