I met the guys behind Planks a good while ago now and always enjoyed the briefs they asked me to look at, so it was a pleasure to be able to lead on the creative direction for their 2023 GTM campaign with my agency hat on. From the get-go they were super receptive in letting my vision shape a new, more confident creative space for the brand.

Strategically, we were able to position the storytelling to capture a much broader audience, capturing the shared spirit of anyone who is drawn to the mountains for fun. In doing so, we were very careful not to lose the rebellious indie nature of Planks - in fact, it is this quality that we amplified in order to integrate a statement of environmentalism, complimented by demonstrations of product versatility to inspire a longer lifespan for the gear.