AWOL
A self-initiated project challenging representation in the outdoors.
2023
CREATIVE PHOTOGRAPHY VIDEO ART DIRECTION GRAPHIC DESIGN
PURPOSE
We took inspiration from a recent study conducted by Natural England, that found 68% of Black, Asian and Minority Ethnic (BAME) people's outdoor explorations are within a two-mile radius of their home. 50% are just within a mile, usually meaning a trip to their local urban park.
It was our ambition to challenge the status quo and heighten consciousness in the outdoor brand space - while creating a narrative that connected with those who lack representation.
Our styling was inspired to rework outdoor apparel, with functionality often compromised by style, through streetwear-connected brands. This is with an aim to connect with a consumer with diverse interests, beyond the outdoors.
IDEA.
Our concept, AWOL, was created from the notion of being a young person trapped in their community with social restraints preventing them from exploring the outdoors. AWOL ‘Absent Without Leave’ - presents the idea of an individual or small collective, breaking that social boundary and spontaneously going off-grid to explore new horizons.
