Arc'teryx' smart marketing approach to branded content has blurred the line between what is traditionally "commercial" and totally "organic". Arc'teryx commissioned us to photograph an editorial style story entirely on brand to be used for their digital and printed marketing distribution, including their annual magazine and "bird" blog.

“There were a lot of things I could not do before that I can now,” he shares. “I couldn’t take my weight off with my old leg. I had to be fully engaged. Now I can rest or pull through instead of having to be already in position.” - The Good Problems, from the Bird Blog.

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