Foolhardy is a coffee table book which explores the phenomenon of men who want to live off the grid. 

The problem: Many men feel an urge to live in the wild, but are unaware of the complexities of actually doing so.

The solution: Foolhardy catalogues the history of the male desire to rough it, gives examples of the most famous instances and how they’ve seeped into pop culture, offers pointers on how (and how not) to survive, and details the failures of those who have tried.

The thinking: Targeting men who want to live off the grid, this book offers them a glimpse of the reality of doing so, honestly exposing the many downfalls of those before them. Foolhardy gently pokes fun at this desire, revealing how unlikely it is to succeed in attempts to leave society behind. With witty words and a gritty and foreboding feel, Foolhardy truthfully portrays the reality that the masculine urge to live in the wild is often a misguided one.

The skills: Publication | Art Direction | Copywriting