Shackleton
A launch campaign for Shackleton’s first active insulation, shot over 48 hours in North Wales on the hottest May day on record.
Insulation, on the hottest May day on record. The schedule followed the sun.
Overview
Made to Move launched Shackleton’s new active insulation, the Erebus jacket and Hawkes gilet. Base Camp developed the platform with the founders and produced the shoot across Eryri and Anglesey: five locations in forty-eight hours, starting at 02:00 on the hottest May day on record.
Outcome
The range and campaign launched on 11 June 2026, with a journal feature on shackleton.com and a run of launch emails.
Challenge
Active insulation was a new category for Shackleton: the Erebus jacket and Hawkes gilet, three years in development with athletes in five countries. It had to be seen working hard, not described on a hang tag. The shoot landed on 26 May 2026, the hottest May day on record in the UK.
Role
The treatment set the idea: one jacket, one continuous weekend, many kinds of movement.
- The Made to Move platform, developed with co-founder Martin Brooks.
- Treatment, locations and talent.
- Pre-production, crew and logistics.
- Producing and directing on set, 26–27 May 2026.
- Talent releases and material for the launch journal.
Forty-eight hours
The crew arrived at 23:00 and was up at 02:00. With record heat forecast, the plan was to shoot insulation where and when it was coolest, and let the schedule follow the sun. Five locations in forty-eight hours, twenty-one of them on day one.
Before the sun
Up Bristly Ridge for sunrise, with Tryfan behind. The insulation was shot early, while the air was still cool and the gully still in shade.
Midday, in the water
At noon the shoot moved to Aber Falls for the Markham, Shackleton’s waterproof. The hottest hour of the day went to the one jacket meant to get wet.
Pines and coast
Evening on Anglesey. Newborough’s pine forest and dunes for the Hawkes gilet, shot into golden hour. Wrap at 23:00.
Day two, 07:00
A 07:00 start in the woods near Plas y Brenin, running under the canopy before the heat came through the trees.
On the rock
Then the crags of the Ogwen Valley for climbing, with Tryfan across the valley. Stop, belay, move, stop again: the work active insulation is made for.
Made to move
The treatment came down to small, repeated actions: zip up, breathe, move, adjust, carry on. Forty-eight hours of them, in the heat.
01 — Challenge
Active insulation was a new category for Shackleton: the Erebus jacket and Hawkes gilet, three years in development with athletes in five countries. It had to be seen working hard, not described on a hang tag. The shoot landed on 26 May 2026, the hottest May day on record in the UK.
02 — Role
- The Made to Move platform, developed with co-founder Martin Brooks.
- Treatment, locations and talent.
- Pre-production, crew and logistics.
- Producing and directing on set, 26–27 May 2026.
- Talent releases and material for the launch journal.
03 — Approach
One jacket, one continuous weekend, many kinds of movement, shot to the sun: the ridge at dawn, the waterfall at noon, the forest and the coast at golden hour.
Identity
04 — Outcome
The range and campaign launched on 11 June 2026, with a journal feature on shackleton.com and a run of launch emails. Co-founder and CEO Martin Brooks: “I think this campaign is a coherent start for this category; your fingerprints are all over it.”
Credits
Project Description
Made to Move launched Shackleton’s new active insulation, the Erebus jacket and Hawkes gilet. Base Camp developed the platform with the founders and produced the shoot across Eryri and Anglesey: five locations in forty-eight hours, starting at 02:00 on the hottest May day on record.
Client
Shackleton — Made to Move
Date
2026
Services
Campaign Concept / Production / Talent / Creative Direction
Sector
Expedition apparel
The work. What we did, and what it changed.
Active insulation was a new category for Shackleton: the Erebus jacket and Hawkes gilet, three years in development with athletes in five countries. It had to be seen working hard, not described on a hang tag. The shoot landed on 26 May 2026, the hottest May day on record in the UK.
- The Made to Move platform, developed with co-founder Martin Brooks.
- Treatment, locations and talent.
- Pre-production, crew and logistics.
- Producing and directing on set, 26–27 May 2026.
- Talent releases and material for the launch journal.
One jacket, one continuous weekend, many kinds of movement, shot to the sun: the ridge at dawn, the waterfall at noon, the forest and the coast at golden hour.
The range and campaign launched on 11 June 2026, with a journal feature on shackleton.com and a run of launch emails. Co-founder and CEO Martin Brooks: “I think this campaign is a coherent start for this category; your fingerprints are all over it.”
Insulation, on the hottest May day on record. The schedule followed the sun.
“The work wasn't just about making it look better — it was about building a clearer relationship between product, story and experience.”
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