In 2015, "Opt Outside" launched as an ambitious one-off to rally people to touch grass on Black Friday instead of shopping.
Without hyperbole, it was revolutionary for the biggest shopping day of the year. Over the years, several brands imitated, but it quietly became synonymous with REI.
In 2024, my team made it the official brand tagline — no longer a one-off — complete with a launch campaign and a fitting Dr. Dog track to ratify that rallying cry into something relevant today.
(for the film nerds: all footage shot on 16mm and 35mm film)
Director's cut :60
AGENCY: REI
DIRECTOR: Damien Blue
DP: Quinn Feldman
CREATIVE DIRECTOR: Jonathan Springer
ACD: Ryan Meline
ART DIRECTOR: Sam Ricca
SENIOR DESIGNER: Angie Tomson
SENIOR COPYWRITER: Matthew Neylon
BTS — When you shoot film underwater, inside laundromat dryers and all over the place, the crew comes up with some creative rigging.