Fresh air is outdoorsy enough.

 

For years, the outdoor industry and media have reinforced a narrow definition of an authentic outdoor experience. Our summer campaign shatters that definition by shining a light on the many ways people show up in the outdoors and what they bring with them—like their traditions and identity.

Brand: REI Co-op (in-house creative)
Role: Sr. copywriter, video direction, concepting, scriptwriting, interviewing

Real stories from real people.

 

Around 50 stories were captured and shared from campaign talent, influencers, and editorial content to tell a rounded story from many different perspectives.

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Sr. Copywriter: Corina Carrizales
Art Director: Sam Ricca
Designer: Bradlee Thielen
Creative Director: Jason Sutherland
Co-op Journal Editor: Phuong Le
Cinematographer: Johnathan Houser
Photographer: Bri McDaniels

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