Mission Workshop
CategoryResearch and Development / Video Production, Photography
industryOutdoor Apparel & Gear
locationMoab Desert, USA
MW
Field Tests
ProjectWith the launch of the Axis bag from Mission Workshop, we teamed up with our longtime partners at MW to craft a cohesive branded look and feel. The bag’s sleek design perfectly complemented our spring desert content mission, allowing us to deliver high-impact photo and video content that supported the product launch across multiple channels.
keysMission Workshop, Axis Bag, branded content, product launch campaign, outdoor gear photography, desert shoot, video production, adventure lifestyle media, gear branding, spring outdoor campaign, rugged gear visuals, outdoor product marketing, active lifestyle branding, functional backpack photography, high-performance bag, urban outdoor gear, technical pack imagery, content marketing strategy, product storytelling, durable backpack, expedition gear media
Elevating Gear Launches with Authentic Outdoor Storytelling
Heading to the desert this time of year is a bit of a pilgrimage for people who live here in Jackson. There’s still snow in the mountains and mud is pervasive in the valley.
The crew that I’ve connected with here are excellent riders and athletes. Their passion for riding isn’t contained to any one aspect of the cycling. These guys are free riding huge lines with giant airs and racing 100 mile, vision quest gravel races. It’s an amazing environment up here, as the isolation has clearly had an incubator effect on these freak athletes.
Spring is when the desert starts calling. The temps here in Jackson are still reflective of the deep snow pack up high, burying the trails for another few months. In early April pics start popping up of people shredding the brick toned rock rollers and basking in perfect blue skies of Utah. It’s impossible to resist a road trip south.
5 strong, we loaded the van and trucks and headed toward Moab. Our first stop when heading to the desert is always Green River. For many in the “know” GR offers some of the best riding in the entire area. From moto to mountain biking it has it all. Huge, steep lines, weaving through canyons. It’s a mecca for riders from around the world.
Enter the axis
Moab is a bit of a scene, especially in April. We’re not the only ones riding bikes here and the vibe is a bit like an adult Disneyland. Jeeps, motos, climbers, riders, they’re all here to enjoy the weather and the rock.
The Mag 7, Slick Rock, Porcupine Rim, they are all staples of this area and must do’s. Riding here is challenging, it is rugged and gnar. Being light and fast helps to reduce the impacts on your body and bike.
Enter the Axis, slap it on and get out for a rip. That’s the vibe of the pack. We kept it loaded and ready to roll. The design is minimal, carrying just what we needed to have fun and take chances.
The Axis with the Arkiv backpack and Capsule is the most versatile combination I’ve ever used as a traveling photographer. The bar has been set high, not just with the Axis but with the idea of combining bags into a user experience where the bag fits the needs of the journey and surroundings.
We left the desert, wanting more, wanting a shower and hoping to squeeze in another trip before the brutal heat of summer locks down this beautiful landscape.
