80 Winters

A brand that's been shaping gloves for generations. The twist? We had to shoot a winter concept in the middle of summer. So we stripped down a camera to run near-infrared, flipping green fields into stark white. We hauled in snow machines, built storms from nothing, and leaned into the surreal to make winter happen under the sun. Our director friend Rémi Belleville pushed the concept to its edge, pulling in a crew that thrived on the challenge. Every department leaned in: art, camera, sound each adding a layer that made the vision hit harder. The result walks a fine line: past, future and legacy. Timeless, but entirely its own.