Columbia / Tested Tough
Working closely with CMO Stu Redsun, we helped bring Columbia’s legacy of ‘Tested Tough’ back to life. That simple promise still resonated best with outdoorsy types seeking reliability at an affordable price. We asked celebrities, influencers, ambassadors, lifelong fans, and the original Tough Mother, Gert Boyle, to help us launch a global campaign that ran as brand content, broadcast, and point of purchase for over five years, renewing pride at Columbia HQ and lifting seasonal sales to record heights.
Brand anthem :90, :30, :15
DayRay: concepts, creative direction, writing, art direction, design, film directing & production, film editing, post production, music supervision and production, location crew and casting
Al James, Aaron Robnett, Eric Samsell: writers
Kelly Lyon: editor
Josh VP, Charlie Balch, Kevin Fletcher, Rockhouse Pictures: cinematographers
Steve Rauner, Bill Ballard, Gwyn Fletcher, Sarah Maunsell: producers
Work done at North