REI wanted to reframe the powerful role the outdoors can play in people’s lives. This campaign celebrates curiosity and the search for something more—with answers and experiences that you can only find outside. We originally planned on filming on Orcas Island, WA, with the entire campaign scouted, cast and ready to go. A few days before the shoot we ran into a huge snow storm, and quickly pivoted to Santa Fe, where we traveled the talent and crew (!) to pull off everything on schedule and budget. Fun times!