For these younger, urban, more fashion-conscious consumers, the outdoors isn’t as compelling as the music and art being made in their own cities and communities. To make this campaign resonate with this audience, we recontextualized the word “nature,” and harnessed the confident attitude of a generation that believes it’s up to them to change to their world.

We partnered with seven artists in seven cities (New York, Chicago, Philadelphia, London, Berlin, Paris, Milan), captured their local environments and showcased their love for and involvement in their community, and shared inspiring stories about their impact on their own communities.