Gerber – The American Expedition

 

In late 2012 Gerber Gear & Mutt Industries went on a cross-country adventure known as The American Expedition. A road team traveled more than 5,000 miles from Portland to New York City in 28 days. A custom 4×4 van was packed full of Gerber tools, knives, and a Mobile HQ that housed the evolution of Gerber products from their inception in 1939 to present day. The goal was to search for Trouble and find true Gerber heroes who use the products and document their tales of Trouble.

I worked directly with the road team as the exclusive home based writer. My main task was to craft narratives and short copy from the expedition and report our findings via the expedition’s website and Gerber’s social media channels. Internet access permitting the road team would upload photos, videos, and interview assets from the expedition for Mutt’s creative team in Portland to begin creating new content in real time.

 

CAMPAIGN LAUNCH TEASER:

 

FINAL VIDEO:

 

AMERICAN EXPEDITION LOGBOOK 

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CLICK COVER TO LAUNCH AS .PDF

 

 

EXPEDITION DESIGN UPDATE EXAMPLES via FACEBOOK

 

 

EXPEDITION STATUS UPDATE EXAMPLES via FACEBOOK

 

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EXPEDITION STATUS UPDATE EXAMPLES via TWITTER

 

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#HELLOTROUBLE EXAMPLES ON INSTAGRAM (hashtag feeds to live site)

 

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 LIVE CAMPAIGN UX EXAMPLES:

 

 

 

 

 

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Mutt Industries:

Steve Luker – creative director
Mike McCommon – creative director *
Scott Cromer – creative director
Kristin Postill Webb – account director *
Chris Lawson – Producer *
Scott Fox – Producer *
Jason Schwartz – Project Manager
Claiborne Colombo – art director + designer
Shaun Mendiola – photographer + designer *
Tim O’Brien – art director + designer *
Micah Cruver – photographer + videographer *
Ryan Schmidt – digital producer
Al James – writer
Adam Long – video editor + art director
Emma Barnett – designer

* denotes traveling expedition member