Tatras has delivered an outdoorsy ad campaign that is chock full of sun, sky, and even a dash of sea spray! Appropriately entitled “Chasing Light” and lensed by photographer Noah Dillon from the creative collective Hot Mess, the campaign is a soothing antidote for the cooped-up feelings that might come along with the pandemic’s self-isolation and social distancing.
Founded in Japan in 2006 and known for its high-performance, high-quality technical fabrics from Italy, Tatras makes its high-end outerwear desirable by emphasizing the environments that their products were designed to protect you from. Like the luxury version of an ad campaign from Patagonia, the photography features nature-based thirst traps in the form of gorgeously gradated sunsets, rocky outcrops, artfully wispy winds, and wet-&-wild water adventures that put idyllic lakeshores and coastlines on pristine display.
Dillon captures the energy of the elements (and the models) in freeze-frames that communicate a range of emotions, from exploration to exhilaration to moments of rest and contemplation. Expansive but not overly conceptual, the images balance myriad elements without losing sight of the campaign’s real stars – the streamlined-yet-cozy puffers, jackets, and windbreakers, which come in a range of trendy colors and finishes from metallic to matte. The campaign achieves its aims by successfully instilling the urge to put those puffers on, and then take them off at the top of a mountain, or at the edge of a forest glen. Thank goodness that the cold weather has arrived, and just in the nick of time!