For REI's '2022 Gear Up Get Out Sale' campaign, the art direction was an ode to gear enthusiasts' relentless pursuit of excellence. Centered around the idea of over-styling, we playfully adorned our members with a plethora of outdoor essentials, cramming their packs to the brim. A touch of whimsy pervaded our minimalist design, injecting a sense of fun into the campaign's visual narrative. This art direction brought forth the joy of gearing up and resonated with the passionate gear heads seeking adventure.
AD - Mason Caldwell
Photographer - Rod Ralston
REI Crew
CD - Jason Sutherland
Writer - Becca Hawk
Designer - Bradlee & Lyria Shaffer-Bauck
