Background
This project explores how a brand can collaborate with artwork to create a cohesive advertising campaign. I combined REI, a recreational outdoor gear company, with paintings by Georgia O’Keeffe, known for her natural landscapes and floral imagery that align with REI’s brand identity. The goal was to integrate REI products (water bottle, yoga mat, and hiking poles) into O’Keeffe’s paintings while maintaining a unified campaign.
Design Process
I used Photoshop to create composites, integrating REI products into O’Keeffe’s natural landscapes and floral imagery. The campaign focuses on promoting outdoor movement, mindfulness, and environmental awareness—highlighting the idea of giving back to nature while benefiting from it.
To reinforce these themes, I incorporated three of REI’s taglines: “All Out,” shown through water being poured from a bottle into the flowers; “Opt Outside,” suggesting yoga practiced in nature; and “Get Out,” encouraging hiking and exploration outdoors.
I expanded the original ad concepts into a cohesive campaign by adapting them across multiple formats, including magazine spreads, social media posts, and posters, while maintaining a consistent visual style and message.
