Coleman® x Adam Vicarel

Context
Coleman® tapped Adam Vicarel of Vicarel Studios, a Denver lettering artist originally from Cleveland, to bring his hand-lettered style to its gear. The brief came with a twist: take someone who had never been camping before on a weekend getaway. Adam invited his dad, Tom, a successful marketer and all-around good-timer who had never camped or backpacked a day in his life. Coleman® sent the gear. Tom flew in. They packed their packs and we all headed into the mountains.

Approach
I came along to document the whole thing. The story was a first-timer, a father and son, and gear that just works, and I shot it like a documentary rather than a staged campaign. Sun-drenched trails, an alpine lake at first light, a tent glowing under the trees at dusk. I captured the gear where it was actually used: the lantern on the campsite dirt, the bottle clipped to a pack, the view from inside the tent. From the trip I delivered two sets of social content, one for Coleman® and one for Adam’s studio, so both brands could tell the story in their own voice. I also shot and edited video from the weekend. The result was honest outdoor storytelling that made the case for Coleman® better than any product shot could: if Tom could own the weekend, anyone can.

Includes: Photography, art direction, social content for Coleman® and Vicarel Studios, video production and editing