Launching the collection meant finding a way to grow the category without sanding down what makes Patagonia, Patagonia. The work had to sell, but it also had to feel true to the brand’s values and to the people the product was made for. Through sharper digital storytelling, smarter content, and a more focused path to purchase, we helped introduce Workwear to new audiences while keeping the story grounded, useful, and honest.
Creative Director
Client:
Patagonia
Agency:
Instrument
For the Fall 2019 campaign, our creative focus was centered around hemp, serving as our guiding narrative thread. We explored the unique characteristics of hemp, as well as its environmental and product advantages.
To enhance our customers' understanding and connection with our Workwear line, we crafted narratives around real people. From a hemp farmer in Kentucky to an amateur gardener or a salvage woodworker, we showcased our products in the context of authentic work scenarios. This approach allowed viewers to grasp the benefits of our products in a manner consistent with the storytelling ethos of the Patagonia brand.
Furthermore, we utilized audience behavior insights specific to each channel to inform our creative strategy. For instance, on platforms like Hulu and YouTube, we crafted custom diegetic soundscapes for our videos, immersing viewers in the story's setting and action. This innovative approach disrupted traditional advertising norms on these channels, providing a more engaging and impactful experience for our audience.