Wanderlust Collection

Campaign Overview

A visual storytelling project for Patagonia's sustainable travel collection, documenting the intersection of outdoor adventure and environmental responsibility across three national parks.

The Challenge

Patagonia needed content that felt authentic to their brand values while reaching a younger, digital-first audience. Generic outdoor lifestyle content wouldn't cut it — it needed substance and a genuine point of view.

Creative Approach

We embedded with park rangers and conservationists, using their daily work as the narrative backbone. Every piece of gear shown was actually used during real expeditions. No styling, no staging — just honest documentation of people doing meaningful work in extraordinary places.

Deliverables

3 x 15-minute mini-documentaries
Social media campaign (40+ pieces of content)
Email marketing visuals and copy
Brand ambassador content partnership
On-location photography portfolio

Results

8.7M impressions across social channels
42% engagement rate above Patagonia's average
Directly attributed to 18% sales lift in travel collection
Won a Webby Award for Best Branded Content
Ongoing partnership expanded to include 3 additional projects

“Alex understood that Patagonia's audience doesn't want to be sold to — they want to be inspired. The content felt like a love letter to the places we're trying to protect.”

Marcus Rivera

Director of Brand storytelling, Patagonia