Tested for Life

The GORE-TEX brand is synonymous with the gold standard of waterproofness—trusted everywhere from the mountaintop to the storm front. But with the launch of GORE-TEX INFINIUM, a new non-waterproof series, we needed to shift perception: GORE-TEX products aren’t just made for the extremes. They’re made for real life.

I was half of the pitch team (with my partner, André Blanco) that won the account, and our idea went on to define the brand’s global platform for years to come.

The insight was simple: the same rigorous testing that happens inside GORE-TEX labs happens outside them too—Tested for Life took the brand’s obsession with durability out of the lab and into the world. It became a campaign built on authentic, relatable moments that proved toughness isn’t just measured by altitude.

The campaign also introduced a content series called Tryouts, where athletes, creators, and brand ambassadors were invited to put the gear to the test in their own environments. From mountaineer Tamara Lunger and freeride skier Greg Hill to musicians and everyday adventurers, each story highlighted the shared resilience of the products and the people who wear them.