"The Wild is Calling" is a fashion campaign for spring 2024, aimed at launching an integrated advertising initiative to boost brand awareness and expand Arc'teryx's audience base. The campaign seeks to touch into the core reason why individuals like to explore the outdoors. Focusing on the constraints of the Covid-19 pandemic, people found an escape in the simplicity of outdoor activities. When stressed and seeking an escape from reality, the call of the outdoors becomes apparent. Recognizing this, Arc'teryx, renowned for its outdoor gear across various activities, seizes the opportunity to emphasize the need for outdoor spaces as a way to alleviate stress and unwind.