Patagonia's 'Lessons from Jeju' campaign is an inspiring short film starring freediver Kimi Werner who was seven months pregnant at the time it was made. Directed by Nicole Gormley, the film explores the topic of motherhood and conversations surrounding its effect on athletes and their careers.
The film follows Werner's trip to South Korean island Jeju and stars the haenyeo – "a group of freediving and fishing women often regarded as Korea’s first working mothers whose culture dates back centuries." It also addresses the freediver's own apprehensions and worries surrounding motherhood, and thoughts on how it might impact her career.
Aiming to empower women globally. Lessons from Jeju is a great example of Patagonia's compelling and storytelling marketing approach -- brought to life with its haenyeo subjects that represent the perseverance and resilience of working moms.