Outdoor clothing retailer Campcraft approached Absolute to create a set of campaign photographs and posters to promote their Paramo range of weatherproof kit. After developing a strong campaign concept ‘Gear up. Get Out.’ we then organised and executed a location photoshoot in the Lake District. Our photography team scouted the best locations and cast the perfect models and on one cold and cloudy day (in August!) created some stunningly atmospheric images in the Great British landscape.