10 days in Norway: sailing, fjords and ski touring for Haglöfs & DJI

For ten days, we lived aboard a sailboat that dropped us off at the head of a fjord each morning. We would disembark in a dinghy, put on our skins right at the water's edge, climb a summit, and then descend to the other side where the boat would pick us up again. That was the idea: to show the equipment in normal use, not in a studio. A true field expedition.

This trip also had a photo/video objective: to produce immersive content for a Haglöfs campaign, with material support from DJI for aerial shots. Some of my photos taken on this trip were even printed in Haglöfs stores to illustrate the "fjords + mountain + sailing" spirit.

A floating base camp

The sailboat was our base. We slept on board, sorted through images, prepared for the next day's outings, and dried our jackets on deck. The skipper dropped us off where the snow almost reached the sea. Then, it was 1000 to 1400 meters of elevation gain, often with an open view of the snowy fjords.

The Norwegian landscape was perfect for photography: very white snow, dark terrain, blue water, mountainous background. This is exactly what we wanted to portray an outdoor brand in a realistic Nordic environment.

Images to tell the real story of the product

The idea was to show Haglöfs outfits in action: ascending with sweat, on ridges with wind, descending with snow clinging to pants, and then back on the boat. Nothing staged. You see the backpacks, the skins, the skis being carried, the group progressing – in short, real usage.

Thanks to DJI, we were able to shoot aerial footage above the boat and the group on the ascent. These shots provide scale: you see the sailboat in the fjord and the small team climbing a snowy valley. This type of imagery is then used by brands for their web content, social media, and in-store POS displays.

See photos from the trip to Norway

I have gathered a selection of these images of fjords, sailing, and Norwegian ski touring in my online store. You can discover them here: "Norway Photos" collection . They feature the same atmosphere as those used for promotion: cold sea, white mountains, low light.

Some of these photos – or their variations – were printed and displayed in Haglöfs stores to illustrate window displays, corners, or communication materials. This was precisely the goal of the trip: to produce credible, consistent, and reusable visuals.

A human expedition

In addition to the action, we also photographed life on board: reading maps on deck, guide's brief, drying equipment, sailing at sunset. These "between the lines" images are precious for a brand: they show community, sharing, and not just performance.