The outdoors is for everyone. But some things crunchy die-hards do out there? Not everyone gets it.
In 1938, a handful of crunchy die-hards created the Co-op. And to this day, REI is here for people who get outside.
We created this campaign out of existing footage from our recent Holiday shoot. We geared that footage for this "always-on" brand continuity campaign focused on year-round hiking and running.
Without an original shoot, we had an interesting built-in challenge: finding useable clips... because our Holiday campaign was shot to be edited in reverse. Intimate knowledge of the footage, new VO and some editing magic led us stitching together a coherent campaign that felt bespoke.
AGENCY: REI
DP: Joey Schusler
CREATIVE DIRECTOR: Jonathan Springer
ACD: Ryan Meline
ART DIRECTOR: Angie Tomson
SENIOR DESIGNER: Mo Gilbert
SENIOR COPYWRITER: Matthew Neylon