CREATING STUDIO WORK FOR AN ICONIC LEGACY BRAND
We began partnering with Fjällräven to help localize their global brand for the North American market through studio-focused storytelling. Our ongoing series of two-day shoots blend premium still-life imagery with playful, nature-inspired creative that resonates with urban adventurers. Since our first “Back to School Packs” campaign, which drove a 1000% YoY revenue lift for key products, we’ve produced six successful campaigns that have exceeded engagement, CTR, and revenue KPIs across every platform.
Service
Studio photography + campaign creative, paid social
2025
Client
Fjällräven
Year
Process
Fjällräven is to Europe what North Face is to America. Everywhere you go, you see the fox logo on backpacks, sweaters, hats, pants, and shirts. They are truly iconic. And deeply focused on telling the story of their history - hardcore adventure, and life in nature.
At the same time, that messaging wasn’t translating as well in the North American market. Consumers here are interested in adventure, but that might look like riding their single-speed bike to work instead of summitting Everest.
When they reached out, we were thrilled about the opportunity to bridge their current lifestyle marketing content with our expertise in fun, engaging studio work.
Production
Working with large brands is a double-edged sword. It can mean bigger budgets and bolder creative. But it can also mean longer lead times, slow approvals, and tons of intense oversights.
FJR strikes the perfect balance. They are willing to pay what it costs to do great work, AND they don’t breathe over your shoulder throughout the entire production process. They believe in collaborating and letting the creatives create.
The results have been beyond.
After a successful first studio shoot for their Back To School Packs campaign (where they saw 1000% revenue increases YoY for certain products), we’ve engaged in 6 sequential campaigns.
The studio work has outperformed KPI’s across the board - including revenue targets, engagement + CTR in social content, and PDP performance as it relates to the customer journey.
Our strategy is simple - pay respects to nature and showcase their incredibly high-quality apparel in a way that is fun, fresh, and relevant to North American markets.
The Results
Most of our campaign work with FJR includes 2-day productions. The first day focuses primary on hero images - either flatlays or straight-on still life. We do roughly 6-8 setups over the course of a 10 hour shoot.
The second typically focuses on product USPs - which lends itself to more detailed photography and occasional video work.
A campaign typically delivers 16-20 fully retouched images that will live on PDPs indefinitely and run through 1 or 2 ad cycles.
.png)