Red Chili is a company born from pure climbing passion – a team of dedicated climbers and boulderers who pour their love for the sport into every product they make. What I admire most about Red Chili is their joie de vivre – that authentic zest for life that shines through in their gear, their culture, and the vibrant community they support.

For Red Chili, I crafted and proposed a series of ads that pulsed with the same spirit – campaigns that spoke straight from the heart of the brand and celebrated the climbers who live it every day. The follow-up campaign elevated their shoes in a bold, playful way: climbers literally hanging off Red Chili’s most celebrated climbing shoes. Off-the-wall, full of energy, and unmistakably true to the Red Chili ethos.