Patagonia doesn't market niche products to broad audiences — technical credibility at the sharp end of the sport is the point, and it flows into everything the brand makes. When senior leadership pushed to reinforce that technical credibility across channels, the Free Wall Kit became the vehicle. As one of the first major launches following an expansion of my scope to include all category channels, I owned social strategy end-to-end — bringing a social-first perspective into the process before a single brief was written or shot was planned.

I developed briefs for every piece of content in the campaign, shaping formats, narrative, and platform strategy from the ground up. I worked directly with ambassadors Josh Wharton, Doerte Pietron, and Lor Sabourin — connecting with them and our film and photo teams ahead of climbing trips to shape what was captured in the field and ensure their storytelling spoke to specific kit features and the real demands of sustained multi-pitch climbing.