Shooting Marmot’s winter collection in Iceland gave us the ideal environment to showcase gear built for extreme conditions. We captured the line across dramatic landscapes like the black sands of Reynisfjara Beach, the haunting Sólheimasandur plane wreck, the glowing ice formations of Vatnajökull Glacier, and the striking contrast of Diamond Beach, where crystal-clear ice rests on dark volcanic sand. Each location brought a different energy—raw, rugged, and elemental—allowing the apparel to shine in real-world adventure settings. The goal was to create visuals that didn’t just display the product, but told a story of resilience and exploration through Iceland’s most iconic winter terrains.

• Avoiding the "hardcore adventurer" stereotype that may make the gear seem inaccessible or overbuilt for daily wear.

• Making technical features easy to understand without overwhelming viewers with jargon or overly engineered messaging.

• Styling the gear in ways that reflect current fashion sensibilities while still staying true to the outdoor brand identity.

• Creating visuals that connect emotionally with a broader audience—comfort, confidence, and everyday use—not just summit achievements.