Arc'teryx transitioned their top-selling Beta jacket line to GORE-TEX ePE, their most sustainable hardshell technology. The challenge: consumers weren't seeing Arc'teryx as a sustainability leader, and needed to trust that this new material performs as well as traditional GORE-TEX while understanding the environmental benefits.

We designed the digital landing page for the global launch, creating a platform to educate guests about GORE-TEX ePE's performance and Arc'teryx's commitment to reducing their carbon footprint. The page needed to drive conversion while shifting perception around Arc'teryx and sustainability.

Working alongside Futuredeluxe Creative Studio in London, we integrated their CG animations and video content into the landing page experience, showcasing GORE-TEX ePE technology and positioning the Beta redesign as "pinnacle performance that's better for the planet."

The campaign launched globally across Arc'teryx retail and digital touchpoints.

Year
2024

Client
Arc’teryx

Role
Art Direction & Graphic Design

Contributors
Ruby Chu, Futuredeluxe Creative Studio,
Cayley Thiessen & Keri Rowe-Tooke