Smartwool
Global Marketing Campaign
MOTION
STILLS
On Location
Montana (USA)
Idaho (USA)
Wyoming (USA)
British Columbia (Canada)
Utah (USA)
Baja California Sur (Mexico)
Project Brief
Fisher Creative has partnered with Smartwool for more than a decade as a strategic photo and video production partner, supporting global marketing campaigns that reflect the brand’s authentic connection to outdoor culture, performance, and everyday adventure.
Across multiple projects and seasons, the collaboration has focused on capturing the moments in between—the texture, personality, and lived experience that define Smartwool beyond product alone. From human-powered backcountry pursuits to lifestyle storytelling, the work emphasizes credibility, warmth, and approachability rooted in real places and real use.
Client: Smartwool
Project: Ongoing global marketing campaigns
Objective: Create authentic, human-centered visual storytelling that reflects Smartwool’s performance heritage and lifestyle positioning
Audience: Outdoor enthusiasts, athletes, families, and lifestyle consumers
Timeline: Long-term partnership since 2013
Scope: Multi-project photo and video production across multiple outdoor categories and regions
What We Did
Served as a long-term strategic photo and video partner across multiple Smartwool campaigns
Led creative execution for both action-driven and lifestyle-focused storytelling
Managed pre-production planning, logistics, and field production across diverse environments
Captured photography and cinematography spanning sport, lifestyle, family, and brand moments
Delivered in-house post-production to support global marketing and brand channels
Our Approach
Prioritized authentic moments over staged performance, focusing on how Smartwool products are actually used in the field
Balanced technical performance storytelling with warmth, humor, and approachability
Designed productions to capture not just action, but the everyday experiences that surround them—preparation, transition, recovery, and everyday use
Built flexible, collaborative workflows that allowed Smartwool teams to adapt quickly to changing needs and seasonal initiatives
Execution Highlights
Produced visual content across multiple outdoor categories, including backcountry skiing and snowboarding, trail running, mountain biking, fishing, family, and lifestyle storytelling
Worked across varied terrain, weather, and seasonal conditions, balancing production needs with real-world environments
Captured both performance-driven moments and the everyday experiences that surround them—preparation, transition, and downtime
Executed multi-location productions requiring coordinated logistics and adaptable, efficient crews
Maintained visual and tonal consistency across campaigns while evolving creative execution over time
Impact
Supported Smartwool’s global marketing efforts with imagery rooted in credibility, warmth, and real-world use
Helped reinforce the brand’s identity through consistent, long-term visual storytelling
Established Fisher Creative as a trusted creative partner capable of balancing brand goals, field realities, and creative craft over more than a decade
Creative Support Squad
Molle Cuffe: Director of Global Communications (Smartwool)
Alex Pashley: Team Manager (Smartwool)
Mark Fisher: Director & Photographer (Fisher Creative)
Eric Daft: Director of Photography (Fisher Creative)
Client Perspective
“We started working with Mark about five year ago. Since then the relationship has grown into something more than just your standard photographer/client relationship. He is a trusted advisor who can balance the goals of the shoot, the needs of the brand and the art of his craft, while also being nimble to changing dynamics of shooting in the field. Beyond being the consummate professional, Mark is also one of the nicest, most positive guys in the business. We are fortunate to have him as a partner.”
— Molly Cuffe, Director of Global Brand Marketing
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