Opt Outside ‘24

Creative Direction Jonathan Springer / Ryan Meline
Art Direction Myself
Sr. Copywriter Matthew Neylon
Director Damien Blue
Camera Quinn Feldman
Photographer Ashley Batz
Production Mary Beth Lavender / Linda Nordstrom

The Brief Brief
Deliver a brand campaign that reclaims REI’s cultural leadership position around Opt Outside to build awareness and drive consideration. Challenge how time constrains us by showing how aligning time outside with our values unlocks our limitlessness.

My Role
-Partnered with the Sr. Copywriter to develop the overarching campaign concept and scripts
-Led the daily creative development of the visual system for this campaign alongside the designer
-Art Directed the campaign design system
-Led the photoshoot development from concept to execution
-Worked with the Sr. Copywriter to storyboard all shots for the scripts
-Led all art direction for the scripts and provided on-set direction to the production crew for styling, props, and set builds
-Provided creative direction for the nationwide free class day campaign activation. Worked alongside channel partners to bring this to life.