Fan Mail

Patagonia approached us with the idea for Fan Mail—a playful video series created to support their 154-page Progress Report, detailing the good, bad, and ugly since Yvon Chouinard gave the company away in 2023. Inspired by Jimmy Kimmel’s Mean Tweets, the campaign flipped internet criticism on its head, addressing real troll comments with humor, transparency, and honesty. Rather than shy away from skepticism, Patagonia leaned in, sparking real conversation and trust in a landscape where corporate values can too often feel like greenwashing. We jumped in head first and delivered over 20 short, shareable assets that drove meaningful engagement, earning over 3 million views on Instagram alongside thousands of comments and shares.