Mountain Works is a Swedish outdoor fashion brand creating products that motivate people to explore the outdoor world. Mountain Works was looking for a new tonality in their hero photos to be used in advertising, showrooms and at point of sales. The client wanted the photos to communicate a strong urban look.
Inspired by the iconic photographer Richard Avedon, creative director Johan Ronnestam worked together with photographer Andreas Lübeck to create the new look. The result is crisp, differentiating and emotionally strong - appealing to the modern consumer who relates to Scandinavian design.
Creative Direction & Art Direction: Johan Ronnestam
Photography: Andreas Lübeck