The objective was to leverage moments from the Expedition to bring the Snow Goose SS25 story to life on social, using the presence of invited guests and the striking environment to authenticate the collection’s ethos. We treated the natural landscape as a living, cinematic stage—an integral part of the collection rather than a backdrop. We embraced creative risk-taking, pushing beyond traditional fashion formats to explore new visual expressions. The campaign embraced creative experimentation, offering open, intimate, behind-the-scenes access and grounded the product in reality—showing it worn, lived in, and activated in the environments it was made for—treating the natural world not just as a backdrop, but as an integral part of the Snow Goose narrative.
Creative Direction — Phuong Nguyen
Production — Dave Mount
Photographer & DP — Ethan Newmayer, Maria Alvarez, Sam Victoria
Editor — Evan Petruzzi
Drone Operator — Colby Elliot
Design — Zach Stremmel
I. GUEST PASS
Moments from hiking and canyoneering to off-site breakfasts, boating excursions, and base camp interactions—woven together to reflect the rhythm and energy of the journey. Product was integrated seamlessly, worn naturally by participants as they engaged with the environment, without overt logo placement or staged styling. A balance of wide landscapes, detailed close-ups, and day-to-night transitions helped build a textured visual story. The final compliation of imagery was shared with reflective anedotes from guess that anchored the campaign emotionally, reinforcing the Snow Goose ethos of exploration, connection, and grounded luxury.
II. STAR GAZING WITH ALI SECODY
To kick off the Snow Goose SS25 Expedition content rollout, we spotlighted Eli Secody, who led the stargazing program on Night One of the guest experience. This piece offered an intimate introduction to Eli’s voice and perspective.
The tone and format balanced atmospheric visuals with grounded storytelling, exploring Eli’s background in astronomy, cultural and scientific stories behind visible constellation. Long-exposure stills of the night sky complemented the film, anchoring the viewer in the awe and scale of the environment.
III. POWELL UNPLUGGED
An ASMR-style video that highlighted the natural sounds and sensory details of Lake Powell and its surrounding landscape. Rather than focusing on guests or overt product shots, the piece is designed to draw the audience into the atmosphere of the experience—spotlighting the quiet moments that defined our time on the ground. The video moved through various settings: the ambient landscape of tents and wind soars at Base Camp, the rhythmic dip of paddles during kayaking, the wind echoing through narrow canyons, and the steady clip-clop of hooves on a desert trail. Subtle product moments are integrated throughout—a zipper pulled against a breeze, the swish of fabric while paddling, or the crunch of boots on stone—keeping the brand present without breaking the sensory immersion. The result is a calming yet vivid portrait of the environment, bringing the Snow Goose experience to life in an unexpected and emotionally resonant way.
III. PLANET POWELL
Ray Golden—our expert Lake Powell guide—brought a personal and locally-rooted voice into the campaign. The goal was to add character and depth to our coverage while giving the audience a window into the programming and landscape that shaped the guest experience. Ray shared stories from his work and explorations in the region, highlighting North Lake Powell’s status as one of the last explored areas in the lower 48. He spoke to the area’s rich Cretaceous geology, known for fossils, petrified wood, and the surreal terrain that draws global attention to southern Utah. He also introduced the practice of “rockhounding,” offering insight into how to spot geological treasures—and even shared a bonus anecdote about discovering dinosaur tracks. The final piece blended personality-driven storytelling with environmental education, grounding the campaign in both place and perspective.
III. HOW TO
Launching a “How To” segment by featuring our horse stable crew, designed to showcase their expertise while giving viewers an authentic glimpse into the horseback riding experience offered during the program. The piece leaned into the personality and charm of our guides, bringing warmth, humor, and regional insight to the campaign. The feature focused on a practical demonstration, such as “How to mount a horse” or “How to trot,” combining talking head interviews with POV and B-roll footage to create an informative and engaging format. Product was subtly woven in through the guest’s wardrobe, reinforcing the connection between utility and environment without overt emphasis. The result was a grounded, character-driven piece that added both texture and relatability to the larger Snow Goose narrative.