Oscar-nominated director Henry-Alex Rubin and the Framestore crew reveal mother nature as the mother f#$%er she really is in this mad spot for the brand platform relaunch of Columbia Sportswear thru adam&eveDDB London.

Sneaking in two animation references to Tex Avery and set to a thrash metal cover of Irving Berlin’s 1926 classic “Blue Skies”, the spot zags into full-on dark comedy with a cameo by mountaineer Aron Ralston, best known for surviving a canyon-climbing accident by amputating his arm (and played by James Franco in the film 127 Hours).
 

“The repositioning resurrects the brand’s irreverence and verve and shows its audience they can trust Columbia’s apparel and enjoy the great outdoors no matter what (mis) adventures they get up to.”

 
Ant Nelson and and Mike Sutherland, CCOs at adam&eveDDB London: “With its fresh and visceral ‘Engineered for Whatever’ brand platform, Columbia Sportswear is bringing the brutal side of the outdoors to life, to prove their gear can handle it all. The repositioning resurrects the brand’s irreverence and verve and shows its audience they can trust Columbia’s apparel and enjoy the great outdoors no matter what (mis) adventures they get up to.”

The campaign also features a refreshed visual identity for Columbia Sportswear, including a new typeface, logo lock-up, color palette and layout system, set to roll out across retail, social and digital platforms globally.
 
 

 
Client: Columbia Sportswear

Agency: adam&eveDDB London
CCO: Ant Nelson, Mike Sutherland
CD: William Cottam, James Crosby
Creative: Ben Robinson, Mike Whiteside
Executive Content Director: Jessica Taylor
Social Creative: Reanne Whitaker
Head of Production: Sally Pritchett
Producer: Deborah McCartney, Charlotte Ellison
Assistant Producer: Merle Aylott
Head of Design: Scott Silvey
Senior Creative Artworker: Dave Callow

Production: Smuggler
Director: Henry-Alex Rubin
Managing Director: Fergus Brown
Producer: Ray Leakey
Production Manager: Mike Carr
1st Assistant Director: Anthony Dimino
Director of Photography: Oliver Millar, Mateo Akira

VFX: Framestore
EP: Alexia Paterson
Line Producer: Ellie May Tinker
CD/VFX Supervisor: Kamen Markov
Head of Design: David Lochhead
CG Supervisor: Henrique Campanha
Comp Supervisor: Matthew Thomas
Comp Lead: Gregory Gaskins, Michael Baker
Lead FX TD: Zybrand Jacobs
Shoot Supervisor: Jules Janaud
Head of Animation: Brad Silby
Design Producer: Mariano Carrara
Head of CG: Johannes Sambs
Head of Editorial: Humberto Reynaga
Flame Artist: Aadel Matoorianpour

Edit: Final Cut
Editor: Joe Guest, Leah Burton
Senior Edit Producer: Nikki Porter
Assistant Editor: Hannah Burger

Color: Company 3
Colorist: Matthieu Toullet
Color Producer: Chris Anthony

Visual Research: Carly Randall @ FFFOUND.TV

Music Supervision: Soundtree
Music Producer: Luke Fabia, Peter Raeburn
Head of Music: Luis Almau
Managing Director: Jay James
Music Supervisor: Neil Athale, Colin McIlhagga, Luke Georgiou
Song: Blue Skies
Composer: Irving Berlin
Performer: Maddie Stephenson

Audio Post: Wave Studios London
Sound Design: Parv Thind
Audio Producer: Caroline Jemirifo