Joe Troman

Campaign Strategy & Direction, Brand Design.

In winter 24/25 HEAD launched their new ski touring collection: CRUX.

Briefed by the product and marketing teams, I led the development of the name, logo and branding, selling in the campaign for the new collection to senior leadership.

Creating the logo was just the start. Inspired by early morning ski touring starts, the new collection was teased with dark creative which on the launch date turned light, complimented by assets like the video above.

The campaign creative plays with scale, tapping into the feeling of insignificance you feel moving among alpine giants.

The clean look of this campaign relies on strong photography, I breifed the content below which was captured on a backcountry shoot.

To help launch the collection, HEAD enlisted a new team of backcountry athletes, #TeamCRUX#TeamCRUX

Designers: Karl Heasman, Hector Lowe, HEAD LDN Creative
Photography: Max Drager
Additional Edit: Holly Lomas, HEAD LDN Creative