Patagonia is an outdoor apparel and equipment brand that, beyond parkas and duffels, are perhaps best known for their corporate values. When it comes to serving customers, one of their top values is that they are “Not Bound by Convention” (#nbbc), meaning that their reps are encouraged to bend or even break the rules in order to ensure a great customer experience. We brought some notable examples of this principle to life in order to lift up the kind of service Patagonia expects from their people.
Winston and the Fishy Sizing
Patrick and the Cab Ride
Clark and the Zipper
Before engaging us, the team at Patagonia had recruited stories from their staff and we worked with them to pick three that would stand out as mini animated documentaries. Patagonia is first and foremost authentic; this is evident in everything they do. So much of their imagery is beautiful, untouched photography and video, but we knew that these unique stories needed something more than a standard interview + b-roll treatment. Using animation meant that we could be immersed in these unconventional chronicles, like Emily’s secret mission to help a road-tripping customer exchange a jacket.
The #nbbc campaign creative direction relies on a few key factors to convey an authentic-feeling story:
- The audio and video are not overly produced.
- Patagonia product fabrics serve as textural backdrop.
- The edit is loose to maintain the personality of the original interview.
- Animation is hand-drawn and rough.
Textures from Patagonia
Creative Development: Duke & Duck
Creative Director: Alex Herder
Producer: Tarisa Shelton
Art Director: Dave Ellington
Animators: Dave Ellington, Hannah Churn, Katie Trayte
Sound Design: Chris Mastellone
Patagonia Lead: Grant Enloe