Grundéns started with a fisherman in Sweden who saw a need for better gear for the fishermen of the world. He wanted clothing that could handle the extreme conditions he and his comrades constantly faced. Now, this international brand is a leader in cold-water fishing and foul-weather gear, and their latest campaign aims to put a spotlight on the fishermen they serve. Grundéns called on Seattle photographer Cameron Karsten for the campaign visuals.

Grundéns has European, Canadian, and U.S. branchs, and Cameron got on board with Grundéns USA for their rebrand. He says all he had to do was get the initial meeting, share with them his photography and his verve for conservation and adventure, and from there they hit the ground running. Grundéns wanted their rebrand campaign to focus on the fishing experience with special attention to its connection to the environment. Their idea was to find stories from around the world that showed individuals with a passion for fishing, whether as a career or for pleasure. It was Cameron’s job to capture both images and videos for the campaign.

Grundens wanted to change how we see and experience fishing with their visuals by connecting the fisherman/woman with nature as a source of passion and conservation.

For phase one of the project, Grundéns sent Cameron to Norway, Guatemala, and Florida. There, he was to interact with real fisherman, spending time on boats and enduring the weather to capture them in action with their craft. In each location it became clear whether the project would focus on recreational or professional fishermen, both of which are groups Grundéns provide for.

These individuals see the need in their lives to connect with nature, out on the water and in the elements, and transcend the way we care for our planet.

Before turning to photography, Cameron traveled with the hopes of being a writer. But it wasn’t long before he started adding photos to his stories and composing his tales completely from images. He says although most of his work is more commercial, he loves getting back to travel photography, and this campaign was the perfect hybrid of travel photography and commercial goals.

For each location, Cameron and the production team talked through story options, set up some drone flying trials, and got the gear into place. But no matter what the preparations looked like ahead of time, the majority of the work always took place on site, where they had to asses the current weather conditions and set up their gear. Cameron says Guatemala was definitely the most challenging with all the saltwater spray.

Guatemala was tricky due to being on a boat with limited movement, and the harsh sun and saltwater spray. But it’s all part of the experience, helping tell an authentic story.

Cameron’s work is already being integrated into Grundéns’ new website, and will be featured in printed catalogs and brochures, advertising pieces, and social media channels. 70 Agency is getting everything into place for the final release.

In the mean time, ideas of heading to Alaska, Canada, the Cannery Islands, Belize, and Panama are circulating around, and Cameron is keeping his fingers crossed. He’s also excited to learn about the conservation and water awareness efforts Grundéns will be making through the course of their campaign.

Check out more work from Cameron at cameronkarsten.com.