Cali-born Burkard, who found his claim to fame via the social media photo sharing site Instagram, was tasked with capturing landscape and product adventure shots that showcase new outerwear from Fjällräven’s seasonal collection.
The campaign follows an overland journey through the glacial flats of Calgary into Banff’s Bow Valley and to the summit of Mt. Assiniboine.
Specializing in outdoor and travel shots, with years of accomplishment in the surfing world, Burkard’s skill is self-taught. His style has been described as photojournalistic. His client list spans big names such as American Airlines, Nikon, Volkswagen, Apple Inc, Burton, Volcom, RVCA, Poler Stuff, Pacifico and more. His photographs have been on the cover of The New Yorker, National Geographic Adventure, ESPN.com and others.
Fjällräven came to him with a new destination for its Own the Cold campaign. The backdrop: the Canadian Rockies.
Burkard captures Fjällräven in its element: as a durable brand built to withstand all weather.
Own the Cold was inspired by the “adventurous spirit of the new tribe of outdoor enthusiasts,” said the company.
The campaign follows an overland journey through the glacial flats of Calgary, into Banff’s Bow Valley and to the summit of Mt. Assiniboine (a.k.a. The Matterhorn of the Rockies), an arrowhead peak that scrapes the sky at 12,000-feet high.
Met by sunshine, rain and snow along the way, Burkard captures Fjällräven in its element as a durable brand built to withstand all weather conditions.
Apparel pieces featured in the campaign include the Polar Guide Parka, Luhkka, Greenland No.1 Special Edition Down Jacket, Barents Parka, Keb Loft Hoodie and Övik 3-in-1 Jacket. The campaign will also highlight new sweaters, pants, layering pieces and accessories.
But that’s not all…Own the Cold will also act as the first preview of Fjällräven’s forthcoming eco-friendly tent collection, slated for release some time in early 2016.
The campaign in partnership with Burkard will run hrough the close of the year in print and on 13 national broadcast networks including ESPN, NFL Network, Outdoor Channel and more.
Photos by Chris Burkard, Courtesy of Fjällräven