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Matt Higson
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GORE-TEX

GORE-TEX x Ellis Brigham

A campaign about weight, texture and patience — garments placed against stone that took millennia to form.

Year
2024
Role
Creative Direction, Art Direction, Production
Model in a rust linen coat standing before a pale limestone quarry wall

01 — Context

Partnering with GORE-TEX we needed to introduce ePE, a new membrane technology that reduces environmental impact, while maintaining its reputation for uncompromising outdoor performance. 
Outdoor explorers rely on gear that protects them from extreme elements, but the environments they explore also need protecting.

02 — Approach


“Protection that goes beyond.” 
A concept that positions GORE-TEX ePE as protection for both the human and the environment.

Model in a rust linen coat before a quarry wall
Hero image, outdoor & print
Hands holding dried grasses against stone
Stoneware vessels on a concrete plinth

Execution

Documentary-style imagery in wet, rugged landscapes Hikers navigating waterfalls and rocky terrain to prove real-world performance Water droplets, mist, and natural light emphasize waterproof protection Minimal copy keeps focus on the environment and the product technology

Credits

Photography
Matt Higson
Production
Matt Higson
Direction
Matt Higson