REI partnered with Yonder during a pivotal moment for America’s public lands, asking us to execute a campaign that spoke to everyone from occasional day hikers to seasoned trail runners. The goal was to connect broadly with audiences while keeping the storytelling authentic and true to REI’s ethos.
We captured the spirit of “Opt Outside” in Central Oregon, blending formats like 16mm, Super 8, and MiniDV with original music and sound design. The resulting films were lush, textured, and visceral, creating an emotional resonance that felt both personal and universal.
The campaign reinforced REI’s role as the trusted companion for outdoor adventurers of every level, inspiring viewers to see themselves in the wild and join the movement.
