Salomon Spec Ad
Case Study

Catching the Trail

When creating this ad we wanted to make sure we chose authentic trail locations, and capture the real grit of the dirt and mud. Showcasing the flexible, waterproof goretex on the toe box and the grippiness of the tread. We aimed to highlight how the shoes respond to the environment by filming close ups of each step sinking into the terrain and rebounding with control. Natural lighting and tight handheld shots helped emphasize every texture from wet leaves to loose gravel. By leaning into the messiness of the landscape we were able to reinforce the reliability of the shoes and show how they perform when conditions are at their toughest.

Our Creative Approach

We started by studying how modern trail runners engage with their gear and the visual language brands use in outdoor advertising today. If we wanted the piece to feel honest we needed to ground it in real environments and genuine performance. We found that it wasn’t just about showing the shoe, it was about capturing the experience of being out on the trail and the sense of confidence that comes from equipment you can trust.

1. Research
   
   We started by looking into how modern outdoor brands communicate durability and performance, focusing on Salomon’s own visual identity and the broader style of contemporary trail running ads. We studied real trail runners, shoe tests, and rugged-terrain cinematography to understand what details mattered most on screen. This research shaped our approach to motion, lighting, and environment selection, helping us define the story we wanted to tell about capability and adventure.
2. Storyboarding & Scripting
   
   We built a narrative centered around movement, challenge, and the feeling of being fully locked into the trail. Our boards outlined moments of high-energy action, close-up technical showcases, and natural transitions between locations. We planned how to feature the waterproof toe box, flexible midsole, and aggressive tread in ways that felt organic to the story. The script emphasized flow and momentum, ensuring every shot contributed to the sense of endurance and trust in the shoes.
3. Shooting Day (Multiple Locations)
   
   We chose real trail environments with mud, rocks, roots, and elevation changes to show the shoes in their intended habitat. Using drones, gimbals, light bounces, and handheld rigs, we captured sweeping aerials, smooth tracking shots, and gritty close-ups of dirt kicking up under each step. Our audio gear helped record natural ambience from wind to foot strikes, reinforcing the authenticity of the trails. Every location was selected to push the shoes visually so viewers could feel the terrain through the footage.
4. Production & Posting
   
   In production we leaned into dynamic movement and practical lighting that highlighted the shape, texture, and performance of the shoes. Deliberate camera passes showed tread gripping into soft earth, water rolling off the goretex, and the runner maintaining control on uneven surfaces. In post, we refined everything with a clean, natural color grade and added subtle grain to maintain a cinematic outdoor feel. The final edit blended energy and clarity, delivering a polished visual story that captures what Salomon shoes are built to handle.