We Make It, You Own It

Director Britton Caillouette blends mesmerizing macro cinematography with real-life stories to capture the spirit of Maine in collaboration with L.L. Bean.

The L.L. Bean brand is woven into the cultural fabric of Maine. The craft and attention behind every stitch of their products is intended to honor the lifestyles and people who rely on them day in and day out. "We Make It, You Own It" puts the spotlight on those people --  including a carpenter hand-crafting furniture from reclaimed wood, an oyster farmer spear-heading sustainable practices, and a muralist elevating the local art scene -- and those products, shown through luxurious macro photography and dynamic movement.

By enlisting real Mainers, the films are steeped in authenticity as we see firsthand how L.L. Bean products are integral within their daily work and lifestyles.

"Our goal with these films was to hero the textured details and quality of craft that L.L.Bean has practiced since 1912, and to mirror it with the same commitment to craft that our talent value in their daily lives."

- Britton Caillouette

Macro cinematography is a core component of the campaign. It brought a tactile element to the films that reiterate the level of quality that go into each and every product. We see candid moments with our L.L. Bean ambassadors punctuated with the rhythmic motion of sewing machines and the sweeping intricacies of the wool sweater, resulting in a layered and immersive visual language. The craftsmanship behind each L.L. Bean product becomes paralleled with the respective craftsmanship of the L.L. Bean Ambassadors. 

A series of longform films dive deeper into the worlds of our L.L. Bean ambassadors, tapping into their love and stewardship for Maine and how L.L. Bean products serve as a catalyst to their respective crafts.