Spring ‘24

Creative Direction Jonathan Springer / Ryan Meline
Art Direction Myself
Sr. Copywriter Becca Hawk
Studio AD Angie Tomson
Designer Carolyn Wassmer
Photographer Joe Greer
Production Una Simone Harris

The Brief Brief
Develop a creative concept that owns the beginning of the Camp/Hike season and excites our audience to get equipped with REI’s expertly selected favorite new products. Create the mindset with our customers that REI will always serve them with new and noteworthy products at the right time. Build member groundswell demand of full-price launches that stabilize the peaks and valleys of off-price over-reliance.

My Role
-Led the team in developing the campaign concept, visual direction, and design system
-Introduced a 100% film asset capture to further define our brand photography style
-Developed a visual strategic direction to capture and position the launch of the Trailmade apparel collection so that it could stand out from—and feel right at home alongside—the rest of the campaign
-Provided guidance to the Sr. Designer in art directing the studio photoshoot, including establishing the concept for the launch of REI’s new magma sleeping bag line
-Provided creative guidance to the digital design team