Opt outside.

Campaign
Copywriting
Brand Journalism

2016 CANNES LIONS - 1 TITANIUM, 4 GOLD, 1 SILVER, 1 BRONZE

In a move that made national headlines, REI announced they would close their doors on Black Friday 2015—one of retail's most notorious and highest-earning shopping days—to encourage employees and would-be shoppers to #OptOutside and spend the day outdoors instead.

To celebrate the activation of the movement, I helped launch a digital Medium publication, Opt Outside, to chronicle what the decision meant to real-world REI employees, outdoor activists, and other influencers to start a conversation about the importance of going outside.

I was a ghostwriter for several of the stories that appeared on the platform, writing shareable editorials based on interviews I conducted with the employees and influencers. I also wrote social copy to spread awareness for the campaign.