The Challenge
Columbia Sportswear tasked us with launching Omni-Max, a new footwear innovation designed to lead the industry. The campaign needed to educate consumers on its three breakthrough technologies—Cushioning, Traction, and Stability—while positioning Columbia as a leader in the outdoor hike and trail run space.
SERVICES
Marketing Strategy
Concept Development
Creative Direction
Art Direction
Design
Copywriting
Project Management
Production
Post-Production
MGFX
CGI
Fusion Performance:
Three Technologies, One Story
Our campaign revolved around “Fusion Performance,” the message that Omni-Max’s technologies work together to deliver unparalleled underfoot energy. Each benefit was brought to life through real-world stories, connecting the innovation to inspiring individuals and their extreme environments.
Three Locations, Three Heroes.
We paired each technology with a unique story.
Stability
An ultra-runner pushed their limits in Death Valley’s harsh and unstable terrain.
Traction
Trail builders navigated the slippery rainforests of the Olympic Peninsula, trusting Omni-Max to keep them grounded.
Cushioning
A planetary geologist tackled the brittle lava fields of Hawaii, relying on all-day comfort.
Premium Visuals Meet: Cutting-Edge CGI
To bring these stories to life, we combined authentic action in stunning environments with premium photo and video assets. Advanced CGI showcased the Omni-Max technology in a visually engaging, educational format, blending innovation with entertainment.
Building Momentum Through Modular Assets
The campaign unfolded in seasonal drops, each focused on a single story and product. Every asset worked independently to highlight a benefit, while together they delivered a holistic narrative. Modular design ensured assets could extend the Omni-Max story across digital, social, retail, OOH, and print, while also supporting future products.
Global Impact, Local Activation
Our work set the global narrative for the Omni-Max campaign, providing a clear direction for regional teams. The result was a seamless, cohesive rollout that inspired consumers worldwide and positioned Omni-Max as the go-to choice for demanding outdoor adventures.
