REI: #OptOutside 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?