Easy Doesn’t Social Media Carousels

CLIENT: Gerber Gear
ROLE: Senior Designer
CREATIVE DIRECTION: Mako Miyamoto
ART DIRECTION: Ian MacGillivray
ILLUSTRATIONS: Ed Anderson

In 2021, we refreshed Gerber's "Easy Doesn’t" campaign to connect with new "Active Adventurer" and "Gear Enthusiast" audiences. Our team expanded the campaign by collaborating with brand ambassadors, or “badassadors,” whose unique perspectives and expertise brought authenticity to the messaging. Through illustrated visuals by artist Ed Anderson, engaging activations, and long-form content inspired by oral storytelling traditions, we deepened the campaign's impact and broadened its reach. My role was to distill the long form content into quickly digestible social media carousels that drove traffic to the rest of the story at the Gerber Gear Blog, increasing audience engagement.