The outdoors is for everyone. But some things crunchy die-hards do out there? Not everyone gets it.
In 1938, a handful of those crunchy die-hards created the Co-op. 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