Crafting a Shared Visual Narrative For the Two Iconic Brands.

With a mutual love for the outdoors and a mission to create long-lasting products that are both comfortable and versatile, Blundstone and L.L.Bean, partnered for the first time to create, what Refinery 29 called, the Fall’s Most Gorpcore Collaboration.

The Ask: to build a visual narrative that would capture both brands’ understated style and iconic design, beloved by people from all walks of life.

“Our limited-edition boot is as utilitarian and no-nonsense as it gets. It’s a modern reflection of what our consumers have come to know and love about our brands over 264 combined years of delivering products built to last.”

- Kate Shevack, Blundstone’s head of US marketing

Ensuring the Perfect Fit

To begin, we took a deep dive into each brand to map out and find alignment within their ethos, core values, and target segments. This foundation work allowed to craft a shared visual language and campaign concept that spoke to both audiences.

Weaving Common Threads Into a Single Vision

The mutual love for the outdoors became the common thread that tied both brands’ worlds. It highlighted the belief that being outdoors, from the backyard to the backwoods, is a perfect catalyst for a deep connection with yourself, another human, or the greater world.

Photography direction focused on capturing moments of shared joy as a group of friends immerses themselves into the iconic New England experiences - visiting the lighthouse, listening to canoeing, roadtripping through quaint little towns, shucking oysters, hiking the hut-to-hut trail.

The imagery was shot by the talented photographer Maaike Bernstrom and styled by Nadia Eisa.