MEC
Info
Graphic Design — Art Direction — Digital — Social Media Concepting — Brand Awareness
Overview
At MEC (Mountain Equipment Company), I worked across multiple seasonal campaigns, developing cohesive creative that connects product, story, and community across digital, retail, and brand touchpoints.
The focus was on building flexible campaign systems that could scale. We balanced consistency with the ability for each season to express its own identity. Working closely with cross-functional teams, I contributed to both the development and execution of these campaigns, ensuring alignment from concept through to final output.
APEX Collection Campaign
CREATIVE STATEMENT
Building off the catalogue from the 90’s we wanted to showcase the hit of nostalgia and modernize it.
The APEX Collection at MEC brought back some iconic silhouettes from the 90’s at MEC. With updated patterning and fabric, we wanted to showcase the collection in its natural element while also making it accessible to the modern consumer looking for a new outdoor kit.
We brought attention to the classic colourway - making it stand out on the winter landscape - that pop of colour allows the product to shine throughout the campaign.
Bringing the modern lines and the deep heritage that MEC holds in the backcountry to the creative aligning both product and vision together. A true mountain classic, reimagined.
MEC Summer Sale Campaign
CREATIVE STATEMENT
A hit of nostalgia and the drive to get out to the wilderness on a long weekend.
The Summer Sales campaign blends a hit of nostalgia with the drive to get out there and experience the wild for yourself, to build those memories again. Aligning with the Summer camp sale, we wanted to use the landscape around us to really drive the focus of experiencing nature with the people who mean something to you.
Building on a web and social experience to showcase the overall aesthetics and feeling of Camping with friends and family. Imagery focused to draw the consumer into that world - bringing back the feelings of getting out to the wild.
MEC Anniversary Collection Launch
CREATIVE STATEMENT
Remember that MEC backpack from your youth? Its back and its brought friends.
The MEC Anniversary Collection shines a light on a collection of old favourites. From the iconic backpack, to the Rad pants and hip belt pouch. We wanted to showcase where we came from and where we’re going - a new and brighter future at MEC.
Each product was anchored with their history and following. We showcased first the backpack on thte homepage - bringing awareness to the campaign and catalogue, but also drawing in people on social - showcasing archive footage of original pieces brought together with their updated, brighter counterpart.
Finally showcasing the collection in-store with the same archival imagery along side their new updated product in person.
Next Project: