John McNeil Studio

Mountain Hardwear

Launching a new product to unparalleled heights.


Mountain Hardwear is a tried, true, and trusted brand within the outdoor space and beyond, with a legacy of delivering quality products to adventurers the world over. When they approached JMS to collaborate on a campaign launch for their brand new product, the Super DS jacket, we knew the visual language supporting the launch would need to inspire grit and greatness at first sight. The product would be exclusively available at REI for two months, then launch on the Mountain Hardwear website afterwards. The centerpiece of the campaign was a video featured on the REI homepage, highlighting the jacket in action and illustrating the scale of adventure the Mountain Hardwear user strives for. What proceeded was the most successful Mountain Hardwear at REI launch in their partnership’s history, with sales outperforming even the most optimistic projections. The success of this project led Mountain Hardwear to engage JMS on additional product photography and videos for the website.

Campaign Creation
Film & Video Production