Winter ‘23

Creative Direction Ryan Meline
Art Direction Myself
Sr. Copywriter Becca Hawk
Photographer Ashley Batz
Production Una Simone Harris

The Brief Brief
Finding motivation to run during the winter can be difficult, but the start of the year is a prime time to get motivated by goal setting for the year ahead. Develop a winter run campaign that motivates seasoned and new runners alike.

My Role
- Led the team in developing the campaign concept, visual direction, and content strategy.
- Centered the concept around “runner firsts” to tap into motivation at any point along the runner’s journey
- Cast real runners and runners’ stories to anchor the campaign in authentic run journeys
- Developed the design system, look and feel for the campaign, and photoshoot strategy to hero the everyday runner
- Art directed the photoshoots (trail and road lifestyle shoots as well as runner portraits in the environment) which led to an evolution in REI’s brand photography.
- Collaborated with LA run club Blacklist LA to photograph and cast their club as part of our campaign