Arc’teryx Pro rebrand photography with Special Operations Forces
Arc'teryx brought me on to help rebrand their Pro line — gear built for those who work in the mountains: guides, search and rescue, and military professionals.
The goal was to create a unified look that reflected the quiet confidence of this equipment — not flashy, but obsessively designed to perform in the background while the real work happens.
Working with special operations forces meant leaning into subtlety — telling the story of camouflage, concealment, and precision without erasing the subject entirely.
One of the central creative challenges was showing how the gear blends in without letting the imagery disappear. We looked for those in-between moments: a silhouette catching light, a texture shift against the terrain.
This wasn’t about dramatizing the mission — it was about making gear that disappears so people can focus on the real work.