What drew me in was the line: Outside, Your Comfort Zone. A quiet provocation — not about conquering the wild, but stepping just beyond the familiar into something more alive.
Nature isn’t something we conquer — it’s something we belong to. This campaign is about that quiet shift into something deeper and more grounded.
The more I sat with it and tested different camera approaches, the more it became clear — this needed to feel intimate and close. Like we were inside someone’s comfort zone. Almost interior, with the natural environment revealed slowly — as if nature is home.
I love how these stories show people simply as they are in nature — calm, curious, open. There’s a kind of freedom in that. And a deep connection too: we are nature. When you let go of the day-to-day and settle into the moment, there’s a shift — subtle, but meaningful.
I was chasing a feeling — a deep sense of calm and freedom in each moment. A kind of mind-place logic to how the images and sounds flow – kind of like we’re sharing a spell.
We filmed with a small crew, using non-actors — a group of friends local to the Coromandel Peninsula in New Zealand, where we shot. Everyone helped carry gear to the remote spots. It was collaborative and unhurried — a rare thing in advertising — and it meant we could really feel the place, and build each sequence around what felt right.
We weren’t pushing for drama. We were chasing something deeper — something I hope people can feel.
We filmed on the Alexa 35 and then did a kine film-out… processed the finished films to Kodak 35mm stock then scanned the film back.
