‘Be The Goat’ highlights the unlikely parallels between Columbia mountain shoes and goat hooves, portraying these two parties as both empowered by their footwear in similar ways. Striking the perfect balance between humour and showcasing the product, the film incorporates natural-history-style visuals and stock footage of goats to make the film feel rugged, in speaking to the capabilities of the shoes. In the light, playful contrast between human and goat, Janssen explores the shared connection that people and animals have in the outdoors and the tools they use to get there.
философия
Creative company Farm League have unveiled its latest campaign with Columbia Sportswear and agency InGoodTaste. Comprising of three unique spots, entitled 'Shirt Off Our Back’, ‘Be The Goat’ and ‘Angler’s Anthem’, the campaign was directed by Janssen Powers and Chris Malloy. Working closely with the agency, the directors helped develop a unique voice and feel for each category of clothing - fishing, hiking shoes and all-terrain shirts.