I began this project with a deep dive into the brand and the population they serve. While their advertising leaned heavily on extreme conditions and high-performance use cases, my research revealed a wider audience of people incorporating the brand into casual, everyday city life. This insight shifted the campaign direction toward reaching that broader consumer base. Out of several creative directions, I landed on the phrase “Send It.” The phrase nods to the brand’s roots in extreme sports while reframing it for the everyday.