Campaign built to support fast-and-light product launches across MSR, Therm-a-Rest, and Platypus. Centered on a three-day alpine backpacking and climbing scenario in the North Cascades, the campaign created a flexible library of lifestyle photography and video assets for use across web, social, print, and retail. I led the creative direction across the project, shaping the concept, shot lists, visual approach, and on-location direction to showcase lightweight, dependable gear for backpackers, climbers, and anyone moving efficiently through the backcountry.