We were tasked with creating a marketing strategy and full suite of assets for LaCrosse’s newly developed Ursa MS — a premium, technically advanced boot designed for specialized hunters. Launched in early 2023, the campaign was built to run for the entire calendar year, and was just the start of a new and fresh direction for the brand.

Our creative for the Ursa MS outperformed LaCrosse’s previous top social posts, and the success of the campaign paved the way for a product line expansion. As the only copywriter on the project, I created the tagline “Get Closer,” along with voice and messaging guidelines, and all copy associated with the campaign.