In launching the pinnacle of high-alpine hunt footwear, LaCrosse’s Ursa MS promised uncompromised durability allowing big mountain hunters to go further than ever before—getting closer to their goal while bringing viewers closer to the journey itself. Juxtaposing product details with natural rock textures supported this metaphor while a behind-the-scenes product journey  produced a more refined and ethical perspective not currently seen in the hunt footwear category.