After five years of encouraging people to Opt Outside on Black Friday, REI decided to take things a step further. The Opt To Act initiative is 52 weeks of simple challenges, encouraging audiences to reduce their negative environmental impact, get active, and leave the world better than they found it. I was brought on to help develop and direct the campaign along side writer Garrett Musar and ECD Mishy Cass. My role was focused on the film components, though the visual style we developed for the film was carried out by the team across web and social. 

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Agency & Production: REI