THE DESIRE

After the success of their first Go There campaign, Danner brought on Wolf & Scout to continue the series. They wanted to create an annual documentary-style campaign that would show their product at work in the world and provide opportunities for ongoing storytelling.The campaign should expand their audience, deepen brand loyalty and build a ecosystem of content for everything from billboards to social. They wanted us to bring them subjects and locations that were both iconic and unconventional, personifying the pioneering spirit of the brand. National Geographic photographer Corey Arnold’s photography would be the focal point.

THE CREATION

We centered creative for the multimedia campaign around each subject’s personal story and the locations and activities that best told it. Working with both Danner’s and our core creative team, it was up to me to find these people, uncover their story, and work with them to match locations, activities, and the best shoes for the job. I led all interviews both in pre-production and on set, built creative decks, scripted the final films and consulted through post to assure story continuity. In 2021, I came on to produce both Go There and a Women’s Go There.

Every year, our team documented each subject for a handful of days, creating a thick portfolio of content. Photos covered billboards, catalogs, ads, and social. Videos were used across platforms as well, and included a longform short film. We also helped the client launch on TikTok & Reels, supplying strategy & platform-specific cuts. 2022’s Go There won two ADDY awards.

COLLABORATORS

COREY ARNOLD + photographer | ALY ARNOLD + director | Produced by Wolf & Scout.