2021 / Mountain Equipment Company

Move forward

Ask anyone – 2020 was the year of the pandemic. Many of us had to follow restrictions in our daily routines and social groupings, but the one thing we did have control over was our own personal wellbeing. And with the new year, came hope and the promise of a return to the freedoms we once took for granted.

To inspire our members to get outside and be active in 2021, our strategy was to use the post-holiday season to drive sales going into the new year. The Move forward challenge was created for members to meet the new year with optimism, empowering themselves through movement and being connected even from afar.

ROLE

Design lead

Graphic design

Photoshoot direction

Running model