follow through / rei co-op
People have opinions about skier Caroline Gleich: Inspirational. More model than athlete. Social media star. When she set out to complete Utah’s 90 most dangerous and difficult ski lines, she was met with laughter. This 22 minute film shows a ski mountaineer who does what she does because she loves it — not in spite of the naysayers or because of them. In this age of hyperconnectivity, which voices do we choose to hear and which do we ignore?
gnar train / outdoor research
One of three humor videos created for OR Spring 2017, Gnar Train pokes fun at how we, as climbers who can't always be out in the mountains, get ready for alpine experiences. With the ongoing success of cross-fit and the explosion of climbing gym culture, the workouts and approaches to training one sees can end up seeming pretty hilarious. We just have to laugh at ourselves! After all, the outdoors is fun, no matter how you train for it. (Pro Tip: feathery mullets seems to help some people channel strong Euro vibes)
Épiq: parfume naturel / outdoor research
The second of our three videos for OR this spring, Épiq considers how the outdoor lifestyle is often glamorized and made to seem overly masculine ... but when you really get down to business, we all just smell. And we look ridiculous. We are a bunch of dirtbags! Body odor is the essence of adventure, that is for damn sure. Bottle that at the source, GQ.
Save the campfire / outdoor research
It used to be the case that we all had to huddle outside after a day of outdoor pursuits. Huddled around a campfire, we would take sticks and poke at the logs. We would shift as the smoke chased us. We would have beers and have sometimes deep or sometimes mindless conversation. Then one of us got a van. When it was crappy and wet, we could all huddle in the van and play cribbage. It was a party! What a great idea. Let's all get vans. And so we did. But we all just started living our own private #VanLife. This historic rise in #VanLife culture is threatening campfire culture as we know it. This summer, let's do nothing ... together ... after a day in the mountains. #SaveTheCampfire
THIS IS BEARS EARS / PATAGONIA
In partnership with Patagonia and powered by Google, Duct Tape Then Beer created this 360° virtual reality exploration of your newest National Monument. Bears Ears’ protected status is tenuous given the new administration. We can't control everything — but we can use our smarts, our passion and our talent to tell meaningful stories that spur action. With virtual reality, you are an active participant in story, directing your experience. Climb a desert splitter with Patagonia ambassador Kitty Calhoun — even if you aren't a climber, you can feel the power of the exposure and take in the view. Descend into an ancient, almost unreachable canyon with the most knowledgeable of native desert guides. In these DTTB interactive films, time is fluid and place is immersive. Please, click on the image below to explore Bears Ears’ unique landscape, feel empathy for those who love it fiercely and help us defend Bears Ears as a National Monument.
Dear Betty bee / the north face
To compliment TNF's brand reflection Question Madness, which studies the dichotomy and balance between Madness and Progress that is found through exploration, we took a look at Nature and Nurture. For this story that launched on Mother's Day 2017, we worked with TNF athlete Ingrid Backstrom to bring to life a personal letter she wrote to her one year old daughter, Betty Bee, about a mother's hopes and dreams for her kiddo growing up in the outdoors.
POW PSA 2017: WE ALL NEED WINTER / PROTECT OUR WINTERS
How does an organization focused on fighting climate change by galvanizing winter sports enthusiasts continue to grow their audience and climate fighting crew? This is the question we were posed. Our creative strategy work with the folks at Protect Our Winters resulted in the understanding that, regardless of outdoor pursuit, we all need winter. Snow, is all of its various forms, supports our passions and a healthy Earth. By expanding their reach beyond ice and snow capped peaks and following it down rivers and to the ocean, we helped position POW for their next chapter. Plus, we got to edit this piece to Pearl Jam! We were stoked. Our strategy resulted in a new messaging platform led by this video, release in January 2017.
paul's boots / REI co-op
Last year, Paul Evans passed away before he could make his dream hike a reality. But that’s not the end of this story – it’s the beginning. He left behind three pairs of polished hiking boots and a backpack packed for his dream hike: the 2,189-mile Appalachian Trail. Paul’s wife, M’Lynn, had an idea for a final gift for her husband. “How good would it be,” she asked, “for his boots to make the journey even if Paul could not?” M’Lynn’s simple plea launched an incredible journey. The hiking community responded and carried the boots the entire length of the Appalachian Trail. Paul’s Boots follows the boots and tells the stories of the people who carried them. This is the story of how we all help each other achieve dreams. Winner of the Feature Film Award at the 2017 Wasatch Mountain Film Festival and a 2017 Shortlist Winner of a Clio Sports Advertising Award for Film and Branded Content, Paul's Boots was recognized by the core outdoor community as well as the broader sports community as an example of a meaningful story and unique marketing.
how do you want to spend your time? / outdoor research
We believe time outside is best spent with friends, laughing hard, with grit under our fingernails, creating the stories we’ll tell again and again. The thing about creating unforgettable memories is that we need to let go of distractions, and dig into the moment. In Fall 2016, we concepted and created three video spots for Outdoor Research that address the notion of putting down our phones, simplifying our stuff and focusing on what is right in front of us.
ADVENTURERS OF THE YEAR / NATIONAL GEOGRAPHIC
Every fall since 2009, we have helped National Geographic identify the 10 most important adventures of that year. The deeper goal of this ongoing project: strategically position National Geographic at adventure’s forefront. Generating written content, videos and spots for advertisers, we have helped National Geographic develop their digital voice in adventure, inspiration, and stewardship.
THE DIRTBAG DIARIES / 10 years of stories: THE ORIGINAL PASSION PROJECT
Don’t let anyone fool you. Character, tension and heart make a great story, not helicopters and fancy cameras. Founded ten years ago in a closet. Born from years of chasing sun-soaked granite and stormy powder days. Inspired by This American Life and the developing technology of podcasting, The Dirtbag Diaries are discovered stories from dirtbag sports communities. With Patagonia as our primary sponsor for our entire 10 years, we are on track to exceed 3 million downloads in 2017.
force / patagonia
For the launch of the revolutionary Nano Air insulation piece, Patagonia wanted to galvanize the alpine climbing community and reaffirm that climbing is at Patagonia's core. As a key component of the Nano Air / #LeaveItOn campaign, we collaborated with Mikey Schaefer to create the film Force and designed a supporting storytelling series that Mikey presented at select Patagonia retail locations, both domestic and international. We crowd-sourced footage from the climbing community and combined it with ten years of footage from Mikey's summits and misadventures in Patagonia to weave together a story of success, fear, joy and growth.