In a move that made national headlines (and won a Titanium Cannes Lion), REI announced they would close their doors on Black Friday 2015, one of retail's most notorious and highest-earning shopping days. Instead of hitting the stores while still digesting Thanksgiving dinner, REI encouraged employees and would-be shoppers to spend the day outdoors. 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.
REI also wanted to target both A-List celebrities and influential West Coast musicians and outdoor enthusiasts to participate in the movement. Below are some social pieces I wrote to capture the imaginations of influencers from the red carpet to the local coffee shop.