The situation
Gore-Tex is a technical materials company with extraordinary product credibility and a cultural problem: its presence in the lifestyle and fashion context that its product increasingly occupied was mediated almost entirely through the brands it supplied. It had no independent cultural voice.
The real problem
Technical credibility and cultural authority are different assets. Gore-Tex had the first in abundance and almost none of the second. The brief was not to build a campaign. It was to build a platform — something durable, with its own editorial logic, that could establish Gore-Tex as a participant in the conversations happening around the culture it was already embedded in materially.
The work
Led the development and launch of GORE-TEX Studio as creative lead at BEINGHUNTED — from strategic conception through to the ongoing platform architecture. This included defining the editorial premise, the creator participation model, the content cadence, and the logic for how the platform would relate to and amplify activity across other Gore-Tex channels.
GORE-TEX Studio was designed not as branded content but as an editorial proposition — something that stood on its own terms and happened to be made by the brand. That distinction determined every decision about format, voice, contributor selection, and distribution.
The outcome
Gore-Tex’s primary global lifestyle and social storytelling platform, built from nothing into the brand’s main vehicle for participating in the culture its materials had helped to shape.