Penfield USA, an outdoor clothing brand established in Hudson, Massachusetts, in 1975, has been revitalized from the original founder in 2018 by Tom Duncan who relaunched the brand in 2019 remaining true to Penfield's roots in the outdoors.
Today, Penfield still sells its infamous gilets and technical jackets globally, and has added an assortment of soft goods, pants and t-shirts to its collection.
DELIVERABLES
Pre-production planning
Location Scouting
Rider Curation
Photoshoot Treatment
Production
Photography
Video
THE BRIEF
Create a campaign film and still photography to celebrate the launch of Penfield's latest fall 2022 collection available globally via its website. Centered on SMALL PEOPLE BIG SPACES, Alex worked closely with Carlos Naude of Working Holiday Studio to help Tom curate a 2 day desert trip to capture the spirit of Penfield - For Life In The Open!
THE APPROACH
Working closely with Tom, Carlos and Carlos Gill (DP) we carefully planned a 2 day trip to Californias Alabama Hills. The Alabama Hills National Scenic Area is located near the base of the Sierra Nevada mountain range and a couple miles east of the small town of Lone Pine, California. Dozens of natural arches are within easy walking distance from any of the trailheads. This area is a favorite location for Hollywood movies and television programs.
We took 5 adventure motorcycles, support vehicles, a band of close friends as riders and some camera gear to capture the magic and spend a few nights under the stars.
Be sure to check out Mobius Arch and Movie Road near Lone Pine if you happen to venture out there.
TEAM
Creative Director — Tom Duncan
Executive Producer — Alex Matthews
Executive Producer — Carlos Naude
Director Of Photography — Carlos Gill
Riders
Cary Mosier
Jason Thompson
Stephen Kenn
Alex Matthews
Carlos Naude
