Strategy, writing, and creative direction.
Strategy, writing, and creative direction.
The first fully global brand campaign for the iconic outdoor brand
I led the campaign narrative strategy, campaign messaging, and athlete story development for the premium outdoor brand’s first global campaign.
The objective was to bring a wider audience into the brand by sharing relatable stories of athletes’ diverse origins in the outdoors.
Introducing the public to a diversity of mountain athletes embracing the unexpected in adventures, and in life.
I wrote this story in conjunction with the athlete—it was part ghostwriting, part oral history taking.