‘AWOL’ Campaign Challenges BAME Representation in Outdoor and Adventure Brands

Fresh Base teamed up with Till Dawn for a self-funded project aiming to challenge barriers around representation in the outdoor brand territory. 

Fresh Base identified the progress brands have made in this space, however the aim was to push this creatively. Traditionally outdoor brands market their exploration and streetwear lines separately. The mission was to merge these worlds, making a piece that stylistically resonates with an audience who may not consider exploring the outdoors. 

Fresh Base understands that those from BAME communities are more reluctant to explore beyond their neighbourhoods, therefore the objective of this piece was to challenge the status quo, away from the current narrative and inspire those to look beyond their environment. 

AWOL ‘Absent Without Leave’ inspired the narrative throughout this project. The concept of characters breaking away from their familiar environments to explore the unknown. The premise of this idea is communicated through a VO which is a voice note back to friends at home. 

Gaurav Kumar, executive producer and founder, Fresh Base, said, “We were excited to do another shoot in the outdoors space, but wanted it to be unique. The ethos behind this project was really relevant and important to us, and we’re really pleased with how it all came together including collaborating with our modelling agency arm Ballers Models” 

Craig Stronach, creative director and founder of Till Dawn Agency, said, “Our mission was to create something that stylistically was striking and yet had real substance and purpose to the narrative. It was a privilege to collaborate with both the cast and crew to use this project as a platform to experiment, explore, be brave in the execution, while recognising our mission to inspire those to explore beyond their environments”.

Will Douglas, photographer, said, “AWOL was an opportunity to create a purpose driven and visually striking campaign. It’s relatable and humble. I wanted to ensure every single photograph held its own whilst collectively telling a story. This was captured through lighting, perspective and emotion of our talent in these special environments. We elevated the aesthetic by balancing the natural light around us, with bold and sometimes punchy lighting.”

It was very important to be authentic to the message Fresh Base were trying to portray. Therefore they casted talent from BAME communities across the UK and brought them together to hike and explore, build friendships and connect with the outdoors. Locations were kept undisclosed prior to the shoot, to create a true sense of exploring the unknown.