"Opt Outside" has become synonymous with REI, after rallying people to get outside instead of shopping on Black Friday. It started in 2015. In 2024, my team made it the official tagline. Complete with a launch campaign to ratify that rallying cry into something relevant and resonant 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.