Our new concept for Fjällfil shows the brand as a natural part of the Swedish mountain world. For them, the magnificent nature is not something that should be challenged or defeated – it’s more about finding the power, serenity and enjoyment of nature. In the first two films we meet Micke, a guy seeking adrenaline highs instead of stopping to appreciate the value and meaning of the vast nature. Isn’t all he needs some peace and quiet and a bowl of Fjällfil?