What I did: Art Direction, Design, Concept, Strategy
In a dramatic return to its outerwear roots, Eddie Bauer launched First Ascent in 2009 from the summit of Mount Everest with a celebrated team of climbers that included Ed Viesturs, Peter Whittaker, and Melissa Arnot. Five years later, the line of technical mountain gear continues to thrive, finding success in a guide-built philosophy that enlists professional mountain guides to be involved in every step of the design and testing process.
I was the creative lead on putting together a microsite that would showcase the best of the guide-built process and award-winning gear in the five years since First Ascent launched. I acted as project manager, designer, strategist, and pitchman on this undertaking, creating everything from UX wireframes to final design and making sure the site launched on-time with everything in place.
The finished product utilizes a tablet-friendly visual interface of photos and video to tell the story of the guide-built process by showcasing how the extremely talented athletes get involved in creating each piece of award-winning gear from day one and test the products in some of the harshest environments on earth.
The campaign and microsite outperformed expectations (and planning), driving demand that completely wiped out inventory of the First Ascent technical gear within weeks of launching.