Director Matthew Gamlen delivers cinematic storytelling that elevates brand connection beyond traditional holiday advertising.
Full-service content studio Yonder rewinds unforgettable outdoor moments in REI Co-op’s new holiday campaign, revealing how every adventure begins with the perfect gift from its stores. Collaborating on creative and handling production and post from end to end, Yonder delivers a fresh, cinematic campaign that ties holiday giving to the spirit of exploration.
Directed by Matthew Gamlen, the spots are joyful, kinetic, and grounded in real moments. By reversing time, viewers are guided from peak experiences in nature back through laughter, reflection, and connection, to the moment an REI gift is unwrapped, and finally, back to its origins on REI’s shelves. The result highlights REI as the catalyst for discovery and shared experiences.
The campaign underscores Yonder and Gamlen’s ability to develop compelling narrative devices that serve dual purposes: highlighting products in authentic contexts while reinforcing core brand values. Working as REI’s integrated content partner, Yonder managed the entire creative pipeline from brief through delivery, demonstrating the efficiency gains brands achieve when working with a single, full-service studio…
