Patagonia - Conceptual Creative Direction
This conceptual campaign was inspired by a series of photographs I took in Greece, where a consumer product was positioned against a striking natural landscape. By not focussing on the product, the work shifts focus away from constant consumption and toward the enduring beauty of the natural world — inviting a moment of pause and reflection beyond the noise
of product-driven messaging.
Shifting the Hierarchy
During the same trip, I noticed overt product placement in a music video on television — consumer goods positioned prominently within the narrative, interrupting the visual experience rather than enhancing it. It brought to the forefront how aggressively products are often inserted into storytelling, even at the expense of atmosphere or meaning.
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This campaign became a deliberate inversion of that approach — allowing products to exist within the frame, but refusing to let them dominate it.
Concept One —
Beyond the Product
A campaign system that places the natural environment at the center, allowing Patagonia’s products to support the experience rather
than dominate it.
The concept is designed to translate across physical and digital touchpoints — from outdoor media to editorial placements, product storytelling, and a companion app that encourages exploration. The app concept shifts the brand’s role from selling gear to supporting experiences, offering trail recommendations, outdoor activities, and tools that help people engage more deeply with the natural world.
Concept Two —
The Adventure Continues
A brand expression that celebrates longevity, repair, and reuse — reinforcing the idea that Patagonia products carry stories beyond their first owner.
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Placed within the garment itself, the message fades in and out — mirroring the life of the product as it’s worn, repaired, and passed on.
