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Gore-Tex ePE Series
Freeride State of Mind

Global Awareness Campaign for Peak Performance
Head of Creative at Peak Performance

Peak Performance introduced a new collection of advanced outerwear built with the Gore-Tex ePE membrane, marking a new chapter in the brand’s performance offering.

We translated the technical innovation into a distinct global campaign rooted in freeride culture, combining explosive imagery with product-focused storytelling to highlight both performance and craftsmanship.

The campaign strengthened the brand’s alpine credibility and pushed the brand forward in key markets through international rollout across owned and paid media.

I led the creative development, shaping the visual narrative and guiding execution across the campaign from strategy through delivery.

Micro narratives, scalable to all touchpoints. Vertical Gore-Tex Pro. Ultimate Protection.

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David Hammarström
Creative Director