GORE-TEX: From the Streets of New York to the Pages of a Beautifully Crafted Book

"I have been a fan of the GORE-TEX brand for many years, so being part of this project was truly an honour", says Jake Rosenberg, photographer at Octopus Inc. The campaign highlights an array of forward thinking brands: from Arc'teryx and The North Face to Aimé Leon Dore and Palace Skateboards. I aimed to capture the textures and vibrancy of the city, weaving a unique story through the imagery - and New York City provided the perfect backdrop."

The project culminated in an experiential activation in the heart of Soho, New York, a collaboration with GORE-TEX and SGK that brought the campaign’s vision to life. To top it off, a stunningly designed printed book captured the energy and visuals of the entire campaign, making it something to remember.

Working with the GORE-TEX team was an incredible experience. They embraced creative freedom throughout the process, from pre-production to post-production, which I deeply valued. This approach allowed me to explore the intersection of technical outerwear and streetwear culture while celebrating brands that have inspired me for years, says Jake.

Greg Tate, North American lifestyle marketing for GORE-TEX brand says, "After getting a chance to work with Jake for the GORE-TEX brand lifestyle PR shoot in 2023 I immediately started thinking about how we could do something bigger. From NYC coffee chats months before the shoot, to reviewing creative mood boards through Teams calls, Jake helped bring the imagery concept to life. Jakes ability to bring out the best of talent and capture the desired feel allowed me to be confident in knowing I’d have the creative necessary to support all aspects of this project (pop-up, look book, social and dot.com). The content for this project has turned out amazing and the reactions to the look book content from the public and partners of the GORE-TEX brand make me incredibly proud to be part of the team that brought this to market.