COUNT ON COLEMAN

The iconic outdoor brand launches it’s biggest idea in decades — Count on Coleman — which aims to usher the brand back into relevance among suburban, Zillennial men.

MY ROLE

campaign development • art and photo direction • design

The Brief

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The Brief *

The brand needs a bold, enduring idea — a campaign that can sustain momentum for the next 2–3 years, relaunch Coleman in a fresh and exciting way, and position it at the center of every outdoor conversation.

Increase Coleman’s relevance with Millennial and Gen Z demographics, making it “the most valued, loved, and popular outdoor brand in the world.”
Effectively adjust the brand’s focus from camping to “the real world” — i.e., tailgating, backyard entertaining, grilling, hiking, and youth sports games.
Shift consumer perception that Coleman is merely a “Walmart value brand” to a more premium lifestyle icon for all outdoor activities.

Concept 01

Outside Anywhere

Coleman knows the outdoors. We’ve been equipping American adventures for over a century.

And in that time, we've learned one simple truth: There's no wrong way to be outside, and it’s not always some far-off destination.

The outdoors can be one step away on your front stoop, or three hours away in the woods — and for a group of kids at a sleepover, it can even be in the basement, popping up a tent and telling ghost stories way past bedtime.

For us, outside is anywhere you bring your Coleman.

It’s not always about doing it “right.” It's about doing what works for your lifestyle, whatever that means to you.

With Coleman, the great outdoors are always closer than you think.

Outside Anywhere.

Concept 02

Outsiders

For us, the outside is a source of pride. It’s where we grew up, where we’ve spent our best moments, and where we’d gladly spend every waking second if we could. And with Coleman, we get closer to that dream.

We can weather any storm. Play football long after the sun goes down. Sleep anywhere we can pitch a tent. Cook anywhere we can fire up a grill.

This campaign speaks to everyone who loves the outdoors and redefines what it means to be an “outsider.” It’s not fringe or exclusive — it’s something shared, universal, and deeply human.

Because the outside is our common ground. It’s for everyone.
And no matter how you enjoy it, with Coleman, we can all be Outsiders.

Concept 03

Count On Coleman

There’s a quiet confidence that comes from being the one people turn to. That kind of reliability? It’s not given, it’s earned.

Earned by showing up, by being prepared, by delivering for the ones who matter most. Day after day. Year after year. For the big moments and the small ones.

It’s why you reach for Coleman. Because you know that when duty calls, you have over a century of trailblazing American spirit riding shotgun.

From the backyard to the backcountry, from the sidelines to the Sierras, from gameday to the Grand Canyon.

When people count on you… count on Coleman

Selected Concept

Count on Coleman

For 125 years, Coleman has been part of America’s fondest outdoor memories. Campaign imagery celebrates that legacy by reimagining classic Americana through a modern lens. Photography captures real-life outdoor scenes that feel both timeless and of-the-now — natural, warm, and familiar. It’s a lived-in aesthetic that resonates across generations, just like the brand itself.