R A Z A
UX Design & Art Direction
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REI | Trails

If this trail could talk. The theme is simple but powerful to hear the stories of real people and their interactions with the trails they love. Some found their identity, others found healing and challenge. I wanted to use this campaign to inspire customers to see the deeper benefits of being outdoors. We focused on the Bay Area Ridge Trail, Arizona Trail, and the Appalachian Trail for short films and long-form story content.

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