Alex Rose Creative Director

ABOUT


When we feel comfortable we feel more confident, without limits, to push ourselves further.

Idea
Comfort is only the absence of discomfort. To find true comfort outdoors, we have to find true discomfort in the lab. Test subjects are pushed to breaking in the lab, so new limits can be broken out of it.

Impact
A story no other brand can tell about a bold, disruptive testing process, launched across 5 markets. Over 60 films were produced, probing at the most uncomfortable tests in the entire outdoor market.

Date created: September 2020 2020-09-01T00:00:00+0100
Date published: 20 October 2020 2020-10-20T13:43:22+0100

MADEIT CREDITS

  • GORE-TEXClient

The Lab of Discomfort

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