'What You're Made Of'

Rab came to us with an open-ended brief to tell the story behind their iconic Microlight down jacket and its use of recycled fishing nets through Bureo’s NetPlus material. We developed the creative concept and campaign headline, “It’s Good to Know What You’re Made Of,” building three interconnected films around a fisherman’s relationship with the ocean, Rab athlete Anna Hazelnutt’s trust in her gear, and the journey from discarded nets to finished jacket. The challenge was to bring these distinct stories together into one cohesive campaign that delivered on Rab’s marketing objectives without feeling overly product-driven. From concept and writing through directing and post, we set out to make something that felt as much like filmmaking as it did advertising, connecting the people, purpose, and performance behind the product.