Boulder Fresh

Boulder Fresh

A moss-covered wooden sculpture of the letter A in a lush green forest with rocks and ferns.

“Boulder Fresh” marked our second lifestyle campaign with Rainier Beer. For this one, we were asked to put together a campaign that encompassed the camaraderie and cohesive culture that Rainier Beer presents. Images would be used for their “Classics” online merchandise shop.

Why Boulder fresh?

We decided to put together a team of experienced rock climbers (aka Boulderers) because this is a sport that requires strong support of one another and revolves around a fantastic growing community.

People practicing bouldering in a forested outdoor climbing area, with one person sitting and two others climbing on rocks.
Back view of a woman with long hair wearing a black cap with a red letter 'R' embroidered on it, outdoors near rocks.

Merch

Bouldering consists of sweat, teamwork, chalk, and creativity. When figuring out how to incorporate Rainier Beers classic merchandise line into this campaign, we did not want to be uniform. Therefore, shirts were cut, hats were covered in chalk, and merchandise sprawled across climbing mats.

Staging

Majority of this campaign was shot without direction. We wanted to capture how a team of climbers would interact with each other and let them wear Rainier’s brand how they wished to wear the brand.

The image below is an example of a more staged shot where we asked the subjects to pose, lit the image properly, and gave more instruction surrounding march. We wanted to provide both more casual lifestyle images as well as staged lifestyle images.

A woman in an oversized green hoodie with 'Rainier' written on it, holding a pair of shoes, inside a rocky cave.

Goal

For a localized large brand like Rainier, our hopes were to utilize another unique group/activity that is prevalent in Washington. We matched the brand values of Rainier to climbing communities because camaraderie is largely applicable in both areas.

A group of friends sitting outdoors on rocks in a forest, raising cans of Pabst Blue Ribbon beer in a toast and smiling.
Man sitting on rocks in a forest, holding an open can of beer, with a red cap nearby.
Young woman in black sweatshirt with red text, black shorts, holding a helmet with climbing gear, standing inside a dark cave.

Mia B
Brand Manager, Rainier

“Ventrait is an exceptional creative agency, with great vision and execution! I had the pleasure of working with Ventrait on a Rainier merch photoshoot. Devon and his team executed the project brilliantly and created art perfect for our online store and advertising. They take the time to become familiar with his client's brand to represent them excellently. I highly recommend working with Ventrait!.”

Red background with white cursive letter R in the center.
A person tying their hiking boots on a rocky forest ground, wearing a black t-shirt with a beer logo and purple shorts.
Woman bouldering on an outdoor rock wall in a forest setting, wearing a black tank top, gray shorts, a blue cap, and climbing shoes.
Person wearing a black cap with red lettering watching climbers in a forest.
Group of people preparing crash pads on a rocky forest trail, possibly for bouldering or rock climbing, in a wooded area with large trees and boulders.
A group of people bouldering outdoors on a large rock in a forested area, with one person actively climbing and others spotting and preparing on crash pads.
Young man hiking on a trail in a forest, smiling, wearing a black cap with red letter R, green T-shirt with white R logo, beige shorts, and carrying a large black case on his back, with another hiker walking ahead in yellow pants and blue backpack in
Three women sitting on rocks, smiling and holding cans of Rainier beer, wearing casual outdoor clothing and caps.
People rock climbing and preparing to climb a rock face in an outdoor setting.
Two people hiking with backpacks in a lush, moss-covered forest with tall trees and ferns.