Put it on. Leave it on.

I will probably never climb a 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.

This insight inspired the campaign we created to launch the Patagnoia Nano Air jacket. We used social media to create breadcrumbs across multiple channels such as Instagram, Facebook, YouTube and Pinterest to let the Patagonia fan experience a day in the life of a jacket you never have to take off.