I find myself constantly asking what it is that lures us to explore the places that we do?

Many call it adventure, but it goes much deeper than that. For myself and hunters alike, it’s certainly not for comfort or ease, for beyond the rolling hills and walking trails lies rugged mountains and unforgiving terrain. Throw in some bad weather and you have yourself challenges that test our fortitude and willingness to go beyond our comfort zone.

But whilst the journey is fraught with obstacles, one cannot overlook the beauty and solace that the mountains provide. For they are the same mountains where friendships are born, where we feel fully alive and deeply connected with our heritage, our land and its animals. Inhabited by elusive wild deer that are worthy of our desire. It is our great privilege to live in a country in which the most incredible opportunities exist to explore these vast wildernesses and to live from the bounty it provides. These are our public lands, here for everyone to cherish, inhabited by wild deer - a resource valuable beyond measure.

Creative Brief: Capture the essence of public land hunting and what it means to enjoy the freedom it brings.