The Brief: Develop a cohesive, cross-platform social media campaign for Huckberry that reinforces the brand’s authority in outdoor gear. The goal was to visually communicate the durability and high-quality construction of the apparel, appealing to an audience that values both craftsmanship and adventure, while utilizing Huckberry’s existing brand palette.

The Concept: The campaign is anchored by the tagline "Expert in my field," a double entendre that bridges the gap between professional mastery and the great outdoors. By redefining "the field" from an abstract industry term to a literal physical environment, the narrative positions Huckberry’s gear not merely as clothing, but as precision tools. The messaging "Expertly sourced, refined in the field" suggests that the gear is built with technical expertise but proven in the wild.

The Execution: Created using Adobe Illustrator and After Effects, the visual identity utilizes Huckberry’s signature Navy and Yellow palette to maintain brand recognition. The design features a strategic typographic contrast: a refined script serif font is paired with rugged lifestyle photography to elevate the "grit" of the imagery with an editorial touch. To further the "expert" narrative, technical data overlays were integrated into the motion and static assets, grounding the lifestyle shots in tangible, utilitarian detail.

Photography Credit: All imagery used in this spec campaign is the property of Huckberry and was used solely for conceptual and educational purposes within this design study. This project is not affiliated with or endorsed by Huckberry.