REI wanted to help Southwest Hispanics explore the outdoors, and feel that America’s treasures truly belong to them. Targeting an audience largely underserved by outdoor retailers, we joined Guatemalan immigrant Naldo and his daughter Rubie while they "made home" in Yosemite. 


MediaPost, New York Egotist, Ads of the World, The Drum

Agency: ROKKAN

Director: Kellen Keene 

Production: Farm League

Edit: Fluid