Legendary Italian-crafted footwear brand Scarpa is known all over the world for its line of mountaineering, backpacking, hiking, trail-running and climbing shoes. In the U.S., however, Scarpa they're known primarily as a manufacturer of quality telemark and alpine touring boots, and little else. Factory Design Labs's goal was to educate U.S. consumers about the remainder of the company's line. After interviewing climbers and mountaineers, it became clear that there's nothing ordinary about people willing to hang for hours on the side of a sheer granite wall. With the theme "For Lives Less Ordinary," the campaign speaks directly of/to those extraordinary people.