Once Upon a REI

The visual world was designed to feel like a memory—nostalgic and familiar, but immediate enough to place the audience inside it. Set entirely at night, the film uses deep teal lighting to enclose the characters in an intimate, after-hours world.

The garage became the campaign’s visual heart: a lived-in headquarters layered with tactile, handmade details. Maps covered in yarn and pushpins traced the tour stops, transforming the scale of a global movement into something physical. Every texture reinforced the same story—a message beginning in one room, ready to travel everywhere.