ABBY.WORLD is an interdisciplinary creative agency delivering fully integrated brand worlds through advertising, identity, pr & content.


GORE-TEX is known for innovating state-of-the-art technologies that result in functional and durable outdoor products. With the ePE membrane, the brand took a new step into making sustainable materials even more sustainable. To showcase that GORE-TEX products have always been built to last, we brought together new ePE items and vintage GORE-TEX from the 80s, 90s and early 2000s. We then let Patrick Stangbye, an ultra runner from Norway, and Hildur Karlsson, an adventurer and skier from Sweden, sport the items and envision the future of the outdoors in a series of films. A campaign that celebrated the past while looking to the future.This global content campaign was shot and directed by former freeride champion Adam Falk on 16mm film. It featured a unique perspective and innovative approach to storytelling that resulted in the films gaining over 320 000 organic views in the first few days – a new GORE-TEX record.

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