With the launch of the Ursa boot, Lacrosse was looking for help to build a unique and undeniable brand system and campaign that reflected the game-changing product. The campaign focused on the durability of the Ursa by bringing users closer than ever to the raw and challenging environments the boot was designed for. The visual system paired epic landscapes and visceral hunt moments with elevated product photography and technical graphic elements, reinforcing the story of the products groundbreaking innovation.