Leupold Ad Campaign
this is a series of concept print spreads meant to reach Leupolds core demographic: elite hunters and professional military operators.
Concept Direction
THe art direction is based around epic moments (Part of leupolds core values). THe photography was selected by strict criteria: Locations (that are ruggedly idyllic) or situations (that are intensely chargeD).
The TYPOGRAPHY is intentionally precise, to reference our history of manufacturing precision optics. Is it also pushed back in scale to allow the spread to breath, so the human character feels dominant.
the campaign as a whole, is rooted in clarity, purpose and the spirit of relentless performance.
Team
Creative DIRECTION: WES YOUSSI CopyWRITER: RYAN PEASLEY