Blacks
Mountain Equipment

Showcase how the Mountain Equipment Lightline Down Jacket ﬁts seamlessly into both outdoor adventures and everyday urban life.

Art Direction
Model

At the start of 2026, Blacks started to roll out a new brand strategy which included a new visual direction across future campaigns. Subsequently, they reached out to me via Instagram as they’d seen some of the shoots my friends and I had conducted previously and wanted to embody this style.

As this was a shoot across multiple locations it required a little more planning and periodic check ins with the Blacks at each natural milestone to ensure the vision was shared and all deliverables were being met.

For the ‘Mountain’ Location, we took the jacket to Winnats Pass as it offers a mixture of different terrain and natural architecture all within a concentrated area.

The city environment was much more casual. We treated it as naturally as possible, wandering around the city, wearing the jacket for warmth as I went about doing everyday things like going to the shop and traversing public spaces on a daily commute.

More work and creative direction featured on my personal instagram @jaycshaw

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