The Summer Active campaign explored a broader and more accessible idea of what it means to be active outdoors.

I led the visual direction for the campaign across catalog, digital, retail, and e-commerce, developing a creative approach that balanced performance product storytelling with everyday outdoor movement.

Rather than focusing only on extreme adventure, the imagery showed a more accessible version of active life—moments like walking on the beach or moving through a park. The goal was to show that time outside can be simple, welcoming, and part of everyday life.

The final campaign created a cohesive visual story across channels while reinforcing L.L.Bean’s evolving perspective on outdoor activity.