Too Large For Life (Spec)

Insight: We grow to the size of our environment, so it is essential we seek spaces that expand our horizons.

Idea: Let's dramatize this potential for growth by showing our customers outgrowing their environments in a surreal and “larger than life” way. Because with REI they can literally and metaphorically reach that potential with ease.

initial moodboard

Social Graphics

You can be just as trapped by your phone as a tiny, stuffy room. Visuals of being pressed up against the phone screen glass created feelings of claustrophobia, encouraging users to put down their devices and get outside.

OOH Ads

Playing on the “one size fits all” tag, this larger than life billboard demonstrates how the outdoors really does accommodate everyone that needs a little more room to breathe. I think the scrappy photoshop look is kinda fun and retro, but I’d also

Playing on the “one size fits all” tag, this larger than life billboard demonstrates how the outdoors really does accommodate everyone that needs a little more room to breathe. I think the scrappy photoshop look is kinda fun and retro, but I’d also love to be able to shoot a model in the outdoors and properly transpose them on a shot of a local/popular outdoors spot that audiences can really see themselves in.

“Feeling squeezed by everyday life? Get all the room you need to breathe outside.” OOH Ads emphasizing how suffocating everyday work can be contrasted against having all the space you need outside. Placing these ads in locations that commuters and

“Feeling squeezed by everyday life? Get all the room you need to breathe outside.” OOH Ads emphasizing how suffocating everyday work can be contrasted against having all the space you need outside. Placing these ads in locations that commuters and working people frequent will make the messaging resonate even more.

Being trapped in a cubicle all day never feels like the right fit. REI not only offers equipment that is a perfect fit, but a lifestyle that fits your larger than life personality. Placing these ads in locations that commuters and working people fr

Being trapped in a cubicle all day never feels like the right fit. REI not only offers equipment that is a perfect fit, but a lifestyle that fits your larger than life personality. Placing these ads in locations that commuters and working people frequent will make the messaging resonate even more.