REI Holiday 2015
All together outside
#OptOutside – the campaign that started it all. In 2015, REI would make one of the boldest statements in the company’s history and shut its doors on Black Friday, the biggest retail shopping day of the year. The campaign encouraged consumers to change up their holiday routine and opt…outside, instead of joining the crowds and flooding retail shopping centers. The campaign broke the mold and would eventually win many of advertising’s highest honors.
While working on the campaign creative team, I designed and animated the majority of the campaign’s social media pieces pieces for the Holiday portion of the campaign. Work included paid media promotional pieces for Facebook, Twitter, Instagram and Pinterest. I also animated a series of “letters to loved ones” videos that would be used across various platforms, encouraging customers to ask their loved ones to join them outside for the holiday.