Outdoor adventures with them start with a gift from REI.
We showed what giving holiday gifts would look like in reverse... starting with the gift in use out there... to the gift exchange... until the initial moment they found it at REI.
:10 videos for social—IG Reels & YT Shorts
All the wrapping paper you see? Senior Designer Mo Gilbert made our custom wrapping paper design for the campaign. Some of the icons featured in the pattern are handmade-then-digitized linocut designs from a "Maker Day" series at REI HQ. The rest were designed by Mo specifically for this campaign. We printed rolls of it for in-store display, the catalog cover shoot and on the on-location photo shoot, where we painstakingly wrapped a pack, a pair of shoes and a tent. for the video and still photography shoots.
Don't guess... Ask a Green Vest!
Walk into Walmart or Dick's Sporting Goods, and if you're lucky enough to find a human, they probably won't have any opinions, honest recommendations or hot takes about what gear (and gift) you should get. That's not the case at REI. The people that work at the Co-op get out there just like you. So we leaned into the expertise of our Green Vest's to recreate the same kind of advice you'd experience in any store location coast-to-coast.
AGENCY: REI
DIRECTOR: Matt Gamlin
DP: Joey Schusler
CREATIVE DIRECTOR: Jonathan Springer
ACD: Ryan Meline
ART DIRECTOR: Angie Tomson
SENIOR DESIGNER: Mo Gilbert
SENIOR COPYWRITER: Matthew Neylon