icebreaker North America was charged with the task of highlighting the versatility and performance benefits of 100% merino clothing. I sourced a collection of social, approachable photography to use as a regional-specific test campaign across web, email, and in-store in North America that spoke to both city dwellers and outdoor enthusiasts alike about the power of merino fabrics. This regional story was later picked up to run as a global Spring/Summer ‘24 key story.

Campaign Concept / Art Direction / Production / Graphic Design

Photography: Jackie Nunnally (Simply Sonder)

Copywriter: Peyton Hopkins

Models: Shy Daire, Jeremy Perkins