2025 REI Brand Campaign

Creative Direction Jonathan Springer / Ryan Meline
Art Direction Myself
Sr. Copywriter Amy Boyd
Director Matthew Gamlen
Managing Director Adam Bagger
DP Tyler Orton
1st AC Adam Dahlen
Key Grip Ryan Fritz
Stylist Deborah Tudor
Photographer(s) Ali Vagnini & Ashley Batz
Production Yonder / Linda Nordstrom (REI)

The Brief Brief
Drive continual awareness
& consideration around REI Co-op as an outdoor specialty retailer expressed through our Opt Outside brand platform. Communicate the key message that REI is a member-made retailer that wants you to spend time expanding in the outdoors.

My Role
-Partnered with the Sr. Copywriter to develop the overarching campaign concept and scripts
-Art directed the visual system from concept to execution
-Led the photoshoot development from concept to execution
-Worked with CDs and Sr. Copywriter to storyboard the scripts and provide feedback to the director / production company
-Provided on-set art direction for video
-Art directed all stills photography