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REI: #OptOutside

Creative Direction: Quinn Ianniciello
Copywriting: Torin Daniels
Production: Gentleman Scholar

How REI Is Keeping #OptOutside A Black Friday Tradition
Fast Company: November 2017

Inside Year Three of #OptOutside With REI’s Chief Creative Officer
Adweek: November 2017

For three years in a row REI has chosen to skip Black Friday and close their doors. And for three years in a row I’ve had the privilege of leading creative teams that helped bring this concept to life year over year. For 2017, we set out to do something extra special—power our creative touchpoints entirely through the photos and memories made from those who have chosen to #OptOutside. Thousands of photos stitched together to ask the world one thing: will you share your best days with us outside? 

⚐ concept     ⚐ design     ⚐ art direction     ⚐ film

©2024 Quinn Ianniciello — A Creative Director in Seattle, WA.  (Hey!✌🏼)