British outdoor clothing brand MONTANE has taken on the Scottish winter as part of its upcoming campaign which highlights the importance of choosing the right kit when exploring. Putting the Montane kit through its paces, renowned outdoor photographer Hamish Frost and the award-wining team at Summit Fever Media accompanied mountaineers Jack Morris and Sinead Thin as they enjoyed the Scottish winter as part of the ‘SCOTTISH WINTER CLIMBING’ campaign.
Matt Green of Summit Fever Media said, “In wild conditions like that, the winter landscape really comes alive, every surface has some kind of movement, clouds, snow or spindrift. There’s also a real sense of reward working in these conditions, capturing the story of a pair of climbers being blasted by winter, and these conditions ultimately provided us with content that gives a genuine and dramatic insight into the Scottish winter in full power.
Part of the Find Your Unknown series, the campaign encourages customers to commit to more, to explore remote summits and try new projects, finding support from kit that performs. The key design features of the Montane products are brought to life in the video with Jack and Sinead climbing Fiacaill Ridge in the Cairngorms National Park in harsh conditions.
Montane’s Global Marketing Manager, Matthew Hickman added, “We are keen to challenge our customers to achieve more and to test their resolve while trusting in their kit, and these images and video demonstrate just that. Taking on the Scottish winter in this campaign shoot captures the technical design elements of the kit and shows that no project is off-limits.”
Capturing the highs, the lows and the determination of the mountaineers, the video features the XT family of products from Montane, designed for the harshest of conditions and tested in extreme environments. The Phase XT Jacket as worn by Jack has been engineered for mountaineering and climbing utilising 70 Denier Gore-Tex fabric. This is accompanied by the Anti -Freeze XT Hoodie, designed to provide mountaineers with warmth using RDS-certified down and recycled materials.
Campaign photographer Hamish Frost said, “Fortunately, the poor conditions ultimately lent themselves well to what we were trying to achieve, with the weather adding real drama to the images and everyone finishing the day coated in a thick layer of rime ice, which gave a sense that everyone had been in a bit of a battle!”
For AW22, the brand introduced a streamlined approach to key products and a simplified franchise naming structure centred through its shell, insultation and fleece categories while encouraging customers ‘to find their unknown and commit to more in kit which they can trust.’