Spring ‘24

Creative Direction Jonathan Springer
Art Direction Myself
Sr. Copywriter Becca Hawk
Sr. Designer Mariah Behrens
Photographer Maria Billarou

The Brief Brief
REI will leverage this opportunity to spotlight a group of diverse-owned brands and products with a dedicated marketing moment that champions the contributions of these brands, their stories, and the heritage they represent and allows members to discover, learn, and shop REI’s impact brands, not by identity alone but also by their contributions to the outdoors. Ensure the message and creative speaks to ‘why’ we are elevating these brands and pull forward a common thread that connects them without appearing opportunistic or transactional.  

My Role
- Led the team in developing the campaign concept and visual direction
- Art directed and cast the photoshoot to emphasize respect for and celebration of the brands’ founding values
- Provided creative direction over design and copy