Patagonia Unpack Adventure Campaign
Rennacker Studio embarked on an exhilarating creative journey as a spec project for outdoor apparel giant Patagonia to craft a captivating mock campaign, "Unpack Adventure," aimed at showcasing Patagonia's Arbor backpack collection in a manner that resonated with the true spirit of outdoor exploration.
Authenticity and Adventure Unite
At the heart of the "Unpack Adventure" campaign lay a core concept deeply rooted in authenticity. We envisioned a campaign that would defy the typical studio-bound conventions of product promotion and instead, capture the raw essence of the Arbor backpacks in their natural habitats. The team aspired to connect with the adventurer in everyone, emphasizing that these rugged backpacks were tailor-made for outdoor activities like hiking, yoga, and beach runs. To personify this authenticity, we handpicked three remarkable female models as ambassadors, each personifying a unique background and a profound love for the outdoors.
From Print to Digital: A Multi-Channel Campaign Approach
We committed to the "Unpack Adventure" campaign slogan early in the concept process. Using this slogan, the team meticulously designed three individual booklets, each serving as a gateway into the world of one of the three models. These booklets prominently featured captivating imagery of the ambassadors immersed in their natural environments, donning the Arbor backpacks, and living the outdoor lifestyle. The unifying theme, "Unpack Adventure," was boldly emblazoned across these booklets, along with the #adoptapack campaign tagline, inviting outdoor enthusiasts to share their own backpacking adventures.
The journey didn't stop at booklets. Our creativity extended to magazine ads, where simplicity and visual impact reigned supreme. Each ad featured one of the ambassadors, with "Unpack Adventure" and #adoptapack strategically positioned to capture attention. The visuals dominated the space, leaving an indelible impression. On the website, the team curated banner images that visually enticed visitors but also engaged them in the personal stories of the ambassadors. These images were accompanied by compelling Calls to Action (CTAs), guiding site visitors to explore the outdoor adventures of the models and discover exciting places to visit.
In Patagonia's retail spaces, we created in-store signage that was both visually appealing and action-driven. The unifying "Unpack Adventure" theme persisted, but a new element was introduced – a mechanism that encouraged shoppers to earn merits by posting on social media, fostering community engagement and extending the campaign's reach.
In the realm of social media, the team went for an authentic, unfiltered approach. During the photoshoot, we encouraged each ambassador to use their smartphones to capture behind-the-scenes moments. These candid snapshots provided a real, unscripted look into the campaign, resonating more deeply with the audience than professionally produced content ever could.
18 Hours, 300 Miles
The heartbeat of the "Unpack Adventure" campaign was an audacious photoshoot that brought the vision to life. Propelled by our passion for the outdoors, we embarked on an epic journey spanning 300 miles in a single day. The adventure commenced in the awe-inspiring Rainbow Basin in the Mojave Desert. Against the backdrop of the arid desert landscape, one of the ambassadors, a yoga enthusiast, was styled in a bright blue outfit and a vibrant orange Arbor backpack. The striking contrast of colors against the rugged desert terrain and clear blue sky produced stunning visuals — perfect for the aspirational photographic style Patagonia leans heavily into. Within just three hours, the team had successfully captured the essence of yoga in the desert and was ready for the next leg of the adventure.
The journey continued to picturesque Big Bear, California, where we met our second ambassador, an avid hiker. We dressed her in a dark neon pink outfit, her blue Arbor backpack standing out against the towering pine trees and the warm, dappled sunlight filtering through. The photoshoot focused on placing the model as a prominent figure amidst the vast mountainscape, capturing the essence of outdoor exploration. Three hours later, the team had amassed a treasure trove of hiking-inspired visuals. With no time to loose, we packed up again and set out to our third and final location.
As the sun began to dip below the horizon, the weary yet determined team arrived in Laguna Beach. Here, we met our third and final ambassador, a marathon runner. Despite the dwindling light and exhaustion, the team pressed on, inspired by the runner's dedication to her craft. We styled her in a grey running outfit, and her grey over-the-shoulder Arbor backpack epitomized functionality. The day concluded with a spectacular backdrop - a beautiful rock formation highlighting a natural sea cave, all framed by the colors of a breathtaking sunset.
By the end of the day, the Rennacker Studio team had spent a grueling 18 hours and covered a staggering 300 miles. However, the team's unwavering commitment had yielded a rich collection of visuals that captured the pure essence of outdoor adventure.
Gratitude to a Dream Team
Rennacker Studio's "Unpack Adventure" campaign wouldn't have been possible without the tireless efforts and unwavering dedication of Alexis Hickox and Piper Menell. Their creative vision and commitment were among the driving forces behind the project's success. A special appreciation extends to the models and ambassadors - Kelly, Magan, and Gabby - who not only lent their talent but also their deep passion for the outdoors, infusing the campaign with authenticity. Lastly, the team fondly remembers the late Daniel Gross, a guiding light throughout the project, whose vision and direction will forever be missed, but will continue to inspire creativity and innovation in the legacy of each individual involved in this project.
