Ursa MS

In 2023, LaCrosse Footwear unveiled their highly anticipated Ursa MS - a premium and technically advanced mountain boot designed for the most elite hunter. Our mission was to establish a distinctive position in the market by emphasizing the exceptional durability and quality of this product. To achieve this, we implemented a creative and strategic approach that showcased the Ursa's unique technical features and immersed users in the challenging environments where it excels. We aimed to evoke the visceral emotions of the hunting experience by inviting the hunter to "Get Closer" to their prey, the experience, and our process throughout the storytelling of the campaign. In this portfolio case study, we invite you to explore our journey of crafting a successful marketing campaign for the Ursa MS - from concept to execution.

Strategy
Visual Creative
Messaging
Paid & Owned Assets
Photography, Video, Animation
Website Design
Seeding Kit, Mailers, Tradeshow Designs

To ensure a cohesive and impactful brand presence across all channels, we created a comprehensive creative system that supported a variety of marketing touchpoints, including digital platforms, in-person events, and physical marketing materials. Drawing inspiration from the Ursa MS's technical details, we explored visual elements that were inspired by the dynamic movements of wind and the dramatic elevation changes of the environments in which the Ursa MS thrives. We seamlessly integrated these elements into our campaign to complement the inspiring hunt and product development imagery. The result was a compelling and memorable brand identity for the Ursa MS that resonated with our target audience.

In order to effectively convey the story of the Ursa MS through various marketing channels, we directed and captured content from three hunting shoots in Nevada, Utah, and Alaska, along with a dynamic studio photoshoot and a behind-the-scenes factory shoot. This carefully curated content served the dual purpose of engaging and sustaining interest for a full calendar year while also bringing additional brand awareness and further establishing LaCrosse as the top hunting footwear brand.

From the moment we launched, LaCrosse’s social channels saw the highest-performing posts in the history of the brand. We received countless messages of praise and congratulations that flooded in from all corners of the industry. To know that our hard work and dedication had resonated with so many people was truly humbling. We're proud to have set a new standard for the brand.

We went on to create physical touchpoints that allowed users to interact with the Ursa MS on a tangible level. Our reusable seeding kits, for instance, were sent to influential and significant industry players. We also designed multiple tradeshow booths at hunting and outdoor events, where visitors could view the product up close and try on the boots themselves. These physical touchpoints not only served to increased brand awareness but also created a personal bond between the consumer and the product, leading to increased engagement.