Danner Footwear

Danner was tired of being perceived as the company that makes your grandpa’s hiking boots. So I created a series of ads that showed a new side of Danner: rugged, irreverent, all about attitude.

In the spirit of the assignment, I watched turkey-hunting videos, read Field and Stream, and got seriously in touch with my masculine side. The result was a slew of award-winning ads, a very happy client and a whole new generation of Danner consumers.