Anaconda's hero photography needed to feel like the Australian outdoors: rugged, sun-soaked and a bit wild. It also needed a look people would know as Anaconda at a glance, so the style was built from scratch. Golden light on every hero, low angles on a wide lens, gear front and centre, and the kind of feeling you only get from a good day outside.

One week, three locations. A family on a Sunshine Coast beach and in a backyard pool. Then four friends at a riverbank an hour from base, where getting the shot meant carrying every piece of gear down a rock face. Real people, not models, to capture that true Aussie feeling of being out in the elements.

Ninety selects, now live across the website, catalogue, emails and in store.