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OOHPrintSocial

REI
Bringing the outdoors in.

People have lost their taste for adventure.

In a post-pandemic world, the couch is a much more comforting destination than class five rapids. REI wanted to remind people of the thrill of the outdoors.

I wanted to establish 360° adventure all around NYC, so I conceptualized an immersive subway campaign, in addition to print and social.

Brand

REI

Media

Subway takeover, print + social

My role

Concept + copy

The cars

Pick your line

Subway car wrapped as whitewater rapids: river-water floor, sky ceiling panels, blue seats striped like rafts, and paddles on the grab barsSubway car wrapped as a desert canyon: red-rock floor and seats, canyon cliffs overhead, and carabiners as hand strapsSubway car wrapped as a ski slope: snowy floor with ski tracks, mountain panels, and chairlift-style seats

The car cards

REI car card over whitewater: Our rides only run express.
REI car card over whitewater: Cool smartphone. Hope it’s waterproof.
REI car card over whitewater: Nice grip. Try keeping it in Class 5 rapids.
REI car card over a ski slope: Catch a ride without service delays. Next stop: Black Diamond.
REI car card over a ski slope: No need to share the poles.

Next project

Warheads: Hurts So Good