New GoLite Work

We finished up a new campaign for GoLite and got to see it at OR in all its life-sized glory. The series highlights GoLite’s Spring/Summer ‘11 trail running, hiking and travel apparel.Since its beginning, GoLite has been all about lightweight gear made for the trail. Whether it’s an after-work out-the-backdoor loop, backpacking the Colorado Trail or connecting the dots on an overseas adventure – the more time we spend on the trail, the better we feel.The insight for this campaign is about choices. The choices we make determines how much time we have for the trail. Do I choose to watch some reality TV or do I get off my ass and go for a run? Do I pack the blow-dryer, the curling iron, the straightener AND the krimper?The images were shot by the uber-talented Jamie Kripke of Boulder. He uses cameras.