KINDLING is a snack company.

It’s a protein pretzel that empowers you to explore further, play more and adventure longer.

Having that in mind, I wanted to create imagery that mirrored Kindling’s mission statement. The location came to mind immediately- it had to be Wasatch mountains, no better place to shoot a spring/summer outdoor campaign.

My goal was to create a casual vibe of friends adventuring together, having fun and treading lightly. So I gathered a few runners, who actually know each other and we set off for an evening stroll in the mountains. Since I didn’t have much creative direction from Kindling, I decided to go with the flow (definitely a millennial thing of me to say) and feel it out.

And below is a summary of what we created.