Palladium is a boot brand with a long history of adventure and durability. Originally an aircraft tire manufacturer, Palladium moved into the manufacturing of military boots and from their made incredible strides making great boots for every type of person.
For this campaign my objective was to pick an underdog brand and 'gun for the big dogs' - in this case, Timberland. I focused in on how much lighter Palladium boots were compared to the competition, presenting the benefit for those who are serious about what's in their pack when they're hitting the trail. I punctuated this main concept with a variety of images playing with the idea of being 'lighter on your feet' when out hiking.