Outdoor Folk

This campaign Directed by Sophie Scott is a playful exploration of the phrase "outdoor folk"—reimagined not just as a reference to people who love the outdoors, but as a nod to the rich visual language and storytelling traditions of folklore. The project blends contemporary outdoor culture with the timeless traits of folk art: texture, symbolism, handcrafted elements, and a sense of myth and magic. We wanted to celebrate young people shaped by hills, trails, coastlines and community—whose adventures feel like modern-day fables.