Timeline focusing on the first ten years of Eddie Bauer’s journey to create award-winning First Ascent product. Told not only by highlighting the drive of Eddie Bauer athletes to push the limits of the product in addition to their own physical boundaries, but also by revealing the athletes’ more relatable moments in order to remind customers that athletes are a lot like them. The initial plan was a parallax solution, however, due to unforeseen technical limitations, we pivoted to a video presentation.

PARALLAX CONCEPT. Designed in Adobe XD. All imagery placed for proof of concept only.

FINAL DELIVERABLE

Campaign page highlighting the update to the flagship Eddie Bauer First Ascent ultralight jacket, The Microtherm. As with everything First Ascent, this jacket is intended for the professional adventurer and grins through whatever you ask it to do, but, really, this is an everyone jacket. From a cross-country ski trip to a run down the block for some Chipotle, you’re going to be cozy in it. And, that’s the angle I took with this page: just people enjoying their adventures.

Campaign page featuring the Freshline and Fineline ski shells, the newest technical pieces to join the Eddie Bauer First Ascent family. I wanted to pique the interest of perspective customers with bold imagery and type treatments while presenting the technical features in a manner that would complement the bold treatment. Feedback to this page was extremely positive;  a few of the comments from senior management were “Slick,” “Way to thread the needle,” and (my all-time favorite feedback to date), “Take my #$&^ing money!”

Following the major success of her collaboration on the men’s collection, Eddie Bauer invited stylist Ilaria Urbinati back to focus her vision on a limited-edition women’s collection and her reimagining of heritage Eddie Bauer pieces had me eager to work on the Ilaria Urbinati x Eddie Bauer women’s collection campaign page. My vision for the page was to tease the customers’ interest by leaning into a few of the pieces as the heroes, then sharing insights into the collaboration and Urbinati’s inspirations. The page helped successfully sell through the collection, with many pieces selling out completely just days after release.