The Country Road 50 Years Campaign commemorates the brand's milestone through a series of expansive, desert-based portraits. Shot on location in an arid, open landscape, the campaign leans into a documentary-style aesthetic that prioritizes natural light and raw, earthy textures. The visual identity of the project is defined by the use of analogue film techniques, capturing a candid, lifestyle-focused narrative that emphasizes connection and heritage.
Photographer Simon Lekias and creative director Rupert Carr-Gregg lead the visual execution, utilizing the vast terrain to frame both group portraits and intimate editorial shots. The styling across the collection highlights classic wardrobe staples, consistent with the brand's long-standing design language, set against contrasting backdrops of corrugated iron and the remote desert horizon.
