Boulder Fresh

“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.

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.

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.