OBJECTIVE
Thanks to our effortless approach to documenting the raw nature of life, we caught the attention of the Klättermusen communication team. They were gearing up for their SS25 campaign and wanted to explore a more honest and unpolished direction. Their vision was to push storytelling into new territory, one where garments weren’t the centerpiece but part of something bigger.
The goal was to show their clothing in real situations, through a lens that captured the beauty of friendship and the subtle tension of genuine experience. Our creative vision aligned, and together we set out to build something that felt true to the outdoors and true to life.
CLIENT
Klättermusen
TEAM
Agency: TERRAN
Client producers: Siri Eskilson, Sten Picado
Producer: Johan Selin
Stills: Kegen Lorentzon
Director: Johan Eriksson
DOP: Johan Selin
BTS: Johan Eriksson
Talents: Fatima Handulleh, Nikita Weerasinghe, Pedro Moi, Guillaume Yaba
Editor: Johan Selin
BTS editor: Emma Leonora
Music: Alexander Somogyvári
Colorgrade: Emmy Kindstrand
Sounddesign: Robin Carlheim
Location: STF Grövelsjön
THE SOLUTION
We began with a series of creative sessions to define the essence of the campaign. It quickly became clear that this project was not about isolated moments of triumph, but about the full shape of an adventure. We developed a concept structured around the natural progression of a trip, choosing six key segments to shape the storyline: packing, traveling, hiking, camping, climbing, and unpacking.
VIDEOS
6
STILL IMAGES
90
This approach gave us room to explore the overlooked details that often define an experience. By blending stills and motion, and leaning into a documentary-style execution, we created a campaign that feels raw, personal, and grounded. The result is a layered story that doesn’t just show the garments in use, but captures what it means to share an adventure with people you trust.
DRY FOOD PACKS
75
STEN PICADO
BRAND PRODUCER, KLÄTTERMUSEN
BEHIND THE SCENES
