Re-Tool • Video Pitchback

Objective: Highlight for customers that the Re-Tool collection continues to combine both recycled fleece materials and innovative technical fabric to create an experimental and versatile jacket.

Audience: Longtime friends of Patagonia, as well as new customers that value versatility in product and its end uses.

Creative: These product taglines play on the retool nano jacket that is half nano and half retool jacket giving the customer the ultimate solution to a versatile fleece/jacket. Imagery for this campaign should be fun and a little bit outrageous. The goal for these images is for something to be visually awry and not entirely make sense while remaining true to the Patagonia outdoor ethos. Push the limits of Wacky/fun/outdoor is the goal. Each video will end with product photography of the jacket along with the tagline “Some things don’t mix… Some do.”

Examples include:

• Peanut butter & tuna

• Trail running & high heels

• Sunglasses at night

• Juggling with knives

• Snowmen in the dessert

• One word: Waterbeds 

• Longboards in convertibles

The goal for the visuals on this project is essentially to tee up the punch line “Some Things Don’t mix…Some do.” To do so, the visual gags should be narratively simple, easy to understand and funny.

It’s also important for the humor to stay true to Patagonia’s ethos and to speak directly to members of the outdoor world, while simultaneously staying intelligible to a broader audience.

When thinking of analogous videos, The “This is SportsCenter” campaign comes to mind — The jokes aren’t exactly inside baseball, but they’re even funnier if you know the sports and characters.

Another goal is for these visuals to toe the line of being outrageous — creating situations that are both clever and absurd.

When thinking of the criteria for this project and Patagonia’s verticals, some additional ideas I had are:

Visually, I’d like to shoot each scene locked off with one shot. Each shot will take around ~3 seconds resulting in quick cuts for the 15 second videos, so the steady compositions will allow the viewer to focus on the action onscreen and create a nice rhythm.

For sound, I’d like to use a pleasant, relatively sparse instrumental track (think vaudeville piano) that allows space for the funny visuals and sound design to do most of the lifting.

In total, each of the 15 second videos will contain 3-4 visual gags to allow 5 seconds for the product photography and tag line.