K&C created a new campaign for Danner’s 917 series of footwear. Built for adventures both in-city and out, where weather will always remain an unpredictable companion.

To highlight the adaptability of this new series of footwear and the unique challenges the city can present, we created a video and series of imagery which cycled through a variety of weather conditions using rear projected urban scenery and physical indoor weather effects, including rain and snow.

The minimalistic aesthetics of the shoe were mirrored in this creative approach, differentiating it from Danner’s traditional outdoors image, demonstrating a shoe that was built for the demands of the urban environment and the ever-changing elements.