The REI ad campaign was created for an advertising design class project where we were required to develop a cohesive campaign across multiple advertising formats. The project required the creation of print ads, outdoor advertisements, indoor advertisements, and either an AR or VR advertising experience. The goal of the assignment was to design a campaign that could function across different environments while maintaining a consistent concept, visual language, and brand voice.
For this campaign I chose to create ads for REI built around the concept “Gear Up for the Edge.” The idea focuses on the excitement and challenge of outdoor exploration, emphasizing the moment right before an adventure begins. REI is known for encouraging people to get outside and explore nature, so this concept highlights the role that reliable gear plays in helping people push their limits and experience new environments with confidence.
The campaign uses bold imagery and dynamic compositions to communicate movement, adventure, and the anticipation of stepping into the unknown. Each format was designed to work within its specific environment while still reinforcing the overall concept. Together, the pieces form a unified campaign that encourages viewers to prepare for adventure and gear up for the edge.