My Role:Art Direction, Design
This past spring REI needed a fully integrated campaign centered around a group of products that were launching into the US marketplace with REI. Working with the campaign creative team we developed a theme, “Be The First” that showcased these products and what made them individually unique. I provided Art Direction and Design support to the various production teams for this campaign.
I especially enjoyed developing the product video for the New Osprey packs with the internal media team. After researching the product and company, I pitched the final concept with a beat sheet to REI leadership. The REI films team was able to interview Osprey Founder Mike Pfotenhauer at the Osprey headquarters and develop the amazing product shots highlighting the new anti-gravity technology in the REI studios.
Products included in the complete campaign included Big Agnes mntGLO tents, Ghost brand Bikes, and new Osprey Packs.