In this episode (initially aired on June 18th, 2025), Cole sits down with Chris Burkard—photographer, creative director, adventurer, and storyteller. Chris shares his unique perspective on navigating the constant changes shaping the outdoor industry, creativity, and marketing. They dive deep into the evolving role of creatives in a constantly changing outdoor industry. From the blurred lines between artistry and strategy to the challenges of maintaining authenticity in a data-driven world, Chris shares insights from his expansive career and unique perspectives on storytelling, marketing, and brand-building.

This is part one of a two-part series featuring Chris. If you have a question for Chris on part 2 let us know.

Key Takeaways

• The role of creatives is changing

• The path to success for a piece of creative has changed over the last 15 years

• Many brands are asking creatives to provide directions to a destination that doesn't exist.

• The balance between creative risk and data-backed decision-making

• Opportunities for creatives and feedback

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