We’re in business to save our home planet.

To kickoff 50 years of Patagonia, I was challenged to come up with an attention grabbing campaign that would show our intention and be activated in specific global locations. SXSW in Austin (also home of Elon Musk), NYC, Germany, Paris and Latin America. Executed as both a photo and mural application.

Skilled Volunteering Campaign - Patagonia Action Works

Designed to educate and recruit volunteers to use their professional skills to help grassroots environmental organizations.

Provided art direction for short films that documented existing volunteers in New York and Europe which highlighted their experiences in donating time to grassroots organizations through Patagonia Action Works. Illustrated characters and directed motion to use within the films, web and all social assets. Created large format displays to support events within Patagonia retail stores in major cities.

This campaign gave hope to professionals and students who wanted to do good, but found themselves not always able to volunteer in the field. When the global pandemic first hit, we had to pivot from a national tour to a social and PR campaign to target those who would now be working from home.

117 Volunteered Projects
$382,076 Saved by Grantees
861 New Volunteer Registrations

Environmental & Social Initiatives
Reports

At Patagonia, it’s important for people to know we don’t just make clothing. This was an annual report that reported transparency on conservation wins, current projects and highlighted grantees. The founders loved to show this around to their peers and hoped to inspire other brands to take some responsibility.

2016

2017

2018

Elections

Various campaigns that aimed to build voter turnout, spark conversation and inform the importance of voting for those who put our planet first.

DEMOCRACY WORKS WHEN ATLANTA DOES. Atlanta, GA window wrap. Illustration by George Baker III

"Bring all your friends and join us at the polls."

Care Instructions for Democracy visualized on enormous clothing tags. Backgrounds support messaging with pulled headlines leading up to election day about importance of voting. 2022 Campaign, Chicago, IL

Allowing time off for all Patagonia employees to vote or volunteer on election day.

Message from our boss...subtly placed on shirts and stickers to hand out at events.

Time to Vote is an ongoing nonpartisan campaign to get more businesses to support allowing time for their employees to vote or volunteer at the polls.

Black Friday

Identity, Social & Print Campaign pointed as a call to action to prepare for the new climate change deniers in office. Five days before Black Friday, just after Donald Trump won the 2016 elections, Patagonia decided to give all sales to their environmental grantees. The campaign was quickly designed and executed to get the word out. This was the most successful campaign since the 1995 “Don’t buy this jacket” ad ran in New York Times, and ended up raising over 10 Million dollars in one day.

Biggest Retail Story of 2016 // Black Friday Sales increase from $2M to $10M (all donated) // 1M+ Social Impressions // Earned Media: NYTimes, CNN, Fortune, HuffPost, NBC, Forbes

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Biggest Retail Story of 2016 // Black Friday Sales increase from $2M to $10M (all donated) // 1M+ Social Impressions // Earned Media: NYTimes, CNN, Fortune, HuffPost, NBC, Forbes //

Local Activism

Helping Patagonia Portland attract more activists for local organizations through hand painted murals around the city. This coincided with the opening of a new retail location and events.

Conscious Consumerism

Holiday campaign promoting alternative routes to buying new.

Leading campaign strategy and design to get shoppers to become more conscious consumers and take alternative and routes to buying new. While most Patagonia.com visitors showed intent to shop, we were successful in bringing 330K+ sessions to WornWear.com, and drove up our yearly average donation on Patagonia Action Works by collecting 654 donations totaling $111,138 between Black Friday and end-of-year.