Sweat, blood and tears are the backbone of GORE-TEX testing. Finding and probing new levels of discomfort across the harshest conditions in the lab allow everyone to find new levels of comfort out of it.
Client: GORE-TEX, Role: Creative Director
Agency: AKQA Date: 2020
When we feel comfortable we feel more confident, without limits, to push ourselves further.
Comfort is only the absolute absence of discomfort. To find true comfort outdoors, test subjects and materials are subjected to torturous trials, all in the search of ultimate discomfort. If a product can survive the rigorous lab testing, every test in the real world, is just a breeze.
A story no other brand can tell about a bold, disruptive testing process, launched across 5 markets.
Over 60 films were produced, probing at the most uncomfortable tests in the entire outdoor market.
Naturally, if you want to make a film about discomfort you have to live it yourself. So with the Covid 19 cancelling our proposed US shoot, we decided to go ahead anyway.
Beg, borrowing and making use of all existing footage libraries, we undertook the project. Working with a team of editors, motion designers, music composers and sound designers, we made it happen.
Because of course, to make a campaign we were truly comfortable with, we had to push ourselves to true discomfort in the production.
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