REI gear is built on purpose. It's made by those who are the explorers and tested and iterated upon through real-world experience. We aimed to relaunch the REI private brand in a way that communicated the passion and dedication of the product designers and those they collaborate with to create some of the best outdoor gear that won't let you down.
ROLE: CONCEPT + ART DIRECTION
CREATIVE DIRECTOR: BEN STEELE
PHOTOGRAPHER: EMBRY RUCKER
AGENCY: REI IN HOUSE | FILM: REI INTERNAL FILMS TEAM