When Patagonia released their 2017 Arbor Packs, there was a beautiful opportunity to conduct a case study that incorporated the backpacks in various forms of functionality. Through our research, it was important for our campaign to reach the women in the household of families where the male may already be a Patagonia consumer, but the female — not so much.

We chose to target females in a way that was encouraging and appeared to offer support to the women who wanted to become a part of the Patagonia “pack.” Using brand ambassadors to offer that sense of support and an honorary merit system where participants of various events could receive patches to apply to their backpacks, we created the #adoptapack campaign. Each backpack came with a product book that described how you could become part of the pack.

The Process

This was an intense day! In one day I drove our team of four and two models from Orange County, California to Barstow, California where we spent about 3-hours shooting various looks. Then from Barstow, all the way to Big Bear, California where we spent another 3-hours photographing another set. Needless to say, I am very thankful for the team of dedicated designers and models that I had on my team!

Special Thanks:

Alexis Hickox, Piper Menel, Josh Rennacker, Gabriella Adeline and Meghan Cobb