Traditionally, camping is MEC’s biggest retail category, but it struggled to shake the perception that it was a destination for only the most hard-core backcountry camper. 

With a goal to showcase that MEC has everything you could possibly need to go camping, we took the unconventional approach only showing the blank canvas of a bare front country campsite, inviting the viewer to use their imagination to complete the picture. 

Lower funnel tactics showed variations of camping set ups, from extravagant to minimalist. 

Role: Concept, Art Direction
Writer: Kat Hertz
Photography: Brenndan Laird
DP / VFX: Laurence Warriner
Producer: Jaime Jacquard-Sowa