Transforming a moment into a movement
We helped the REI Co-Op demonstrate its commitment to the outdoors through earned, owned, and social stories.
Role: Creative Director
Creative Development and Concepting; Art Direction.
We launched the campaign from the inside out
We announced the closing of the retailer’s stores on Black Friday via an Open Letter, penned by the Co-Op’s CEO on Medium. We paired the announcement with a steady stream of authentic employee and member stories about their love of the outdoors and commitment to the Co-Op’s outdoor stewardship to maintain.
And engaged the movement
The Co-Op asked us to find a way to respond to their community online. We created a social gif series that tapped into the mindset of their co-op and encouraged others to experience the outdoors on the biggest shopping day of the year.
With authentic stories and actions
We paired the gif series with stories of the Co-Op’s commitment to the environment and fostering sustainable access to the outdoors, which made the store closings all the more meaningful.
And our work was recognized by our peers around the world
Team: Cory McLitus, Lisa Parisi, Saebom Bae, Tyler Gray, Cia Bernales, Ian Savage, and Tara Moore. (New York Creative Team)