686

As Creative Director at 686, I led the strategic repositioning of the brand from a snow-focused outerwear label into a year-round outdoor apparel company—aligning brand, product, and digital storytelling under a single creative vision.

The Brand Shift:
From Outerwear to Outdoor

686 built its reputation on technical snow outerwear. But as the brand grew, its opportunity expanded beyond winter, into a broader outdoor lifestyle that required clarity, consistency, and a more cohesive creative system.

The challenge was not just seasonal expansion, but alignment. This moment required a shift from fragmented execution to a unified creative framework.

 

I established an outdoor-first creative system designed to unify brand storytelling across product, campaign, and commerce—allowing each expression to feel distinct, yet unmistakably 686.

Rather than creating more content, the focus was on fewer, stronger ideas—executed consistently and intentionally across touchpoints.

This system became the foundation for:

  • Seasonal campaigns

  • Product storytelling

  • PDP and DTC touchpoints

  • Long-term brand equity

Campaigns &
Channel Execution

I directed brand and seasonal campaigns from concept through execution across:

  • DTC

  • B2B

  • Marketing and performance channels

Each campaign translated brand narrative into clear, conversion-aware storytelling—ensuring creative integrity without diluting performance.

This approach strengthened cohesion across the customer journey while improving results.

Our performance marketing program was built from the ground up. We developed brand forward ads that met KPIs and +ROAS.

We focused on balancing performance-driven marketing with brand-focused storytelling, using data to guide creative decisions while maintaining an emotional, product-driven narrative that never compromised quality or brand integrity.

Select Performance Ads

Attention-Grabbing Creating

We developed disruptive, thumb-stopping creative that uses humor and pattern interruption to surprise the viewer and drive engagement.

Select Performance Ads

Product Forward Storytelling

This format balances rational and emotional appeal — showing why the product works and why it matters. It lets the audience connect both to the quality and to the culture of the brand.