The campaign taps a diverse, inclusive and powerful group of brand ambassadors and visually arresting production techniques to transcend stereotypical representations of outdoor enthusiasts. The video series illustrates the duality of activity + emotion and how that enables self-care, and the difference between what an activity looks like — shot in black and white — versus what it feels like — shot in infrared, giving the campaign an otherworldly technicolor vibe. This campaign lives across YouTube, Instagram, TikTok, print and DTC efforts.