Friction Labs: Climb Like an Animal

Advertising Campaign

The task was to design an advertising campaign for Friction Labs Rock Climbing Chalk. The challenge lay in effectively capturing the essence of the climbing experience while promoting the brand’s products.

A thorough exploration of the rock climbing equipment industry was necessary studying both Friction Labs as a brand and the broader rock climbing community. This involved conducting interviews with rock climbers to gain insights into their experiences and preferences. Drawing from this research, the “Climb Like An Animal” campaign was created, aiming to encapsulate the raw and primal sensation of rock climbing. Through a series of brainstorming sessions and iterative design iterations, a series advertisements were created that vividly portrayed the exhilaration of climbing with Friction Labs chalk.