850 Down Jacket
One jacket. Every season. Everywhere.
(Client)
L.L.Bean
(Service)
Retail, Campaign
The store campaign
became the brand campaign.
The 850 Down Jacket had to sell before winter even showed up. That became the starting point for the entire campaign.
The concept centered around transition. Cold mornings. Wet weather. Early snowfall. The in-between season where people still need warmth, but winter hasn’t fully arrived yet.
I developed a retail takeover built around that shift, using lenticular visuals that moved from rain to snow as customers walked through the space. The environment made the product feel active, adaptable, and built for real conditions instead of just sitting on a fixture looking expensive.
What started as an in-store campaign quickly expanded beyond retail.
The visual system, messaging, and photography began influencing broader brand touchpoints, eventually shaping catalog direction and helping create a more unified omnichannel experience across the brand.
That evolution was the most exciting part.
The store stopped feeling like the final step of the campaign and started helping lead the brand conversation itself.
Retail environments shouldn’t feel downstream from the brand.
They should help shape it. That shift became a huge part of this project — creating an in-store experience that felt cohesive enough to influence the campaign far beyond the sales floor.
850 Down Jacket
One jacket. Every season. Everywhere.
(Client)
L.L.Bean
(Service)
Retail, Campaign
The store campaign
became the brand campaign.
The 850 Down Jacket had to sell before winter even showed up. That became the starting point for the entire campaign.
The concept centered around transition. Cold mornings. Wet weather. Early snowfall. The in-between season where people still need warmth, but winter hasn’t fully arrived yet.
I developed a retail takeover built around that shift, using lenticular visuals that moved from rain to snow as customers walked through the space. The environment made the product feel active, adaptable, and built for real conditions instead of just sitting on a fixture looking expensive.
What started as an in-store campaign quickly expanded beyond retail.
The visual system, messaging, and photography began influencing broader brand touchpoints, eventually shaping catalog direction and helping create a more unified omnichannel experience across the brand.
That evolution was the most exciting part.
The store stopped feeling like the final step of the campaign and started helping lead the brand conversation itself.
Retail environments shouldn’t feel downstream from the brand.
They should help shape it. That shift became a huge part of this project — creating an in-store experience that felt cohesive enough to influence the campaign far beyond the sales floor.
850 Down Jacket
One jacket. Every season. Everywhere.
(Client)
L.L.Bean
(Service)
Retail, Campaign
The store campaign
became the brand campaign.
The 850 Down Jacket had to sell before winter even showed up. That became the starting point for the entire campaign.
The concept centered around transition. Cold mornings. Wet weather. Early snowfall. The in-between season where people still need warmth, but winter hasn’t fully arrived yet.
I developed a retail takeover built around that shift, using lenticular visuals that moved from rain to snow as customers walked through the space. The environment made the product feel active, adaptable, and built for real conditions instead of just sitting on a fixture looking expensive.
What started as an in-store campaign quickly expanded beyond retail.
The visual system, messaging, and photography began influencing broader brand touchpoints, eventually shaping catalog direction and helping create a more unified omnichannel experience across the brand.
That evolution was the most exciting part.
The store stopped feeling like the final step of the campaign and started helping lead the brand conversation itself.
Retail environments shouldn’t feel downstream from the brand.
They should help shape it. That shift became a huge part of this project — creating an in-store experience that felt cohesive enough to influence the campaign far beyond the sales floor.
850 Down Jacket
One jacket. Every season. Everywhere.
(Client)
L.L.Bean
(Service)
Retail, Campaign
The store campaign
became the brand campaign.
The 850 Down Jacket had to sell before winter even showed up. That became the starting point for the entire campaign.
The concept centered around transition. Cold mornings. Wet weather. Early snowfall. The in-between season where people still need warmth, but winter hasn’t fully arrived yet.
I developed a retail takeover built around that shift, using lenticular visuals that moved from rain to snow as customers walked through the space. The environment made the product feel active, adaptable, and built for real conditions instead of just sitting on a fixture looking expensive.
What started as an in-store campaign quickly expanded beyond retail.
The visual system, messaging, and photography began influencing broader brand touchpoints, eventually shaping catalog direction and helping create a more unified omnichannel experience across the brand.
That evolution was the most exciting part.
The store stopped feeling like the final step of the campaign and started helping lead the brand conversation itself.
Retail environments shouldn’t feel downstream from the brand.
They should help shape it. That shift became a huge part of this project — creating an in-store experience that felt cohesive enough to influence the campaign far beyond the sales floor.