I will probably never climb a legit mountain, but yet I insist on following a ton of influencers on Instagram who do. I love living vicariously through someone hanging off the edge of a cliff. It's probably why I own so many Patagonia jackets and shirts. I want to identify with a lifestyle that I may never truly experience. But Instagram and snapchat transport me to those worlds.
This insight inspired the campaign I crafted to help Patagnoia launch the new Nano Air. We used social media to create breadcrumbs across multiple channels such as Instagram, Facebook, YouTube and Pinterest to help lead our audience to the water. A day in the life of a jacket you never have to take off.