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Gregory Packs - Welcome to Gregory Campaign
A strategic global "re-launch" for a heritage brand in the outdoor space.
The Welcome to Gregory campaign marked a pivotal moment for Gregory Packs, establishing a clear new direction for both the brand’s visual identity and storytelling. Black Koles led the effort as both creative agency and production partner, seamlessly bridging brand strategy, creative direction, and full-scale production through final delivery. The result was a cohesive, elevated campaign that not only looked beautiful but also performed as Gregory’s most successful campaign to date. It was the first time the brand truly defined its voice in video, setting a lasting foundation for future content. Executed with a small, nimble team across Santiago and the Andes Mountains in Chile, the production matched its ambition with precision, delivering at a high level far from home.
Services
  • Creative Direction
  • Campaign Architecture
  • Asset Strategy
  • Production
  • Post Production
  • CGI / VFX
Total Views
1.3M
Premier Attendees
12K
Total Impressions
2.7M

Campaign Direction --> Creative Execution

Gregory came to us looking to define a campaign for a new era — one that could welcome a broader audience while staying true to its technical alpine roots.

We set out to create something more considered — moving away from a commercial look and feel with quick cuts in favor of longer, more intentional moments.

Blending in-camera moves with VFX, the goal was a cohesive visual flow that reflects the balance between trail and city.

We approached the hero film transitions with a blend of practical filmmaking, subtle VFX, and generative tools, using real in-camera moments as the foundation for seamless scene-to-scene transformations. The goal was never to let the technology take over, but to enhance what was already there—creating a tactile, time-warp effect that felt organic and grounded. By keeping the process rooted in-camera, we were able to introduce something visually fresh while staying true to the story.

The hero piece required a tremendous amount of pre-production planning, especially as we were flying a mostly Salt Lake City-based crew down to Chile. From the start, the goal was to create a hero film with minimal scene breaks and cuts, using clean, thoughtful transitions to seamlessly blend the two worlds. Here's a peek behind the curtain at the director's treatment.

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Post-Production Production
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