Our Spring 2025 campaign was shot in a dynamic climbing gym environment, tapping into the growing popularity of climbing among both young and elder millennials. As this demographic continues to embrace wellness, adventure, and community-driven experiences, climbing has emerged as a modern, culturally relevant activity that aligns perfectly with their lifestyle.
The shoot featured a mix of vibrant and moody lighting, creating striking visual contrast that adds depth and emotion to the campaign. With lots of action and movement, the imagery captures the energy, challenge, and exhilaration of climbing—bringing a fresh, athletic edge to the brand while staying grounded in authenticity.
This campaign positions us right at the intersection of modern fitness and cultural relevance, making it both timely and resonant.
Directors: Jo Brisebois
Photographer: Sam Pasquier
HMU: Ronnie Tremblay
Stylist: Frédérique Gauthier
Edit: ABCDEF
Production: Éliane Sauvé & Marie Clarys - Consulat

Art Direcror: Albert Nguyen
Creative producer: Morgan Kendall
Social media: Tatyana Rivera
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