If it’s broke,
fix it

Client PATAGONIA

Market NEW YORK PORTLAND SEATTLE SAN FRANCISCO CHICAGO AUSTIN

Walls 14

When one rugged outdoor brand partners with another, the creative opportunities are endless. In Fall 2015, Colossal and Patagonia got together to launch a campaign showcasing the brand’s dedication to quality and craftsmanship. Fourteen murals were painted across the country, but the highlight of the campaign took place on our wall blocks away from Patagonia’s SoHo storefront.

To highlight Patagonia’s Worn Wear repair program, a beat up Snap-T Fleece was hand-picked from their Reno, NV service center to be featured in the creative.

The coat, which had clearly seen a lot of mileage, was eligible for complimentary repair under the company’s lifetime warranty. We translated the process into a creative concept, painting the jacket in its run-down state for the first phase of activation. During week two of the ad’s four week flight, our painters revisited the mural and “repaired” the jacket.

If It's Broke, Fix It! Mural by Colossal Media

PHASE 1

It's Fixed! Hand painted mural by Colossal Media

PHASE 2

REAL TIME NARRATIVE

The campaign coincided with the jacket’s repair inside Patagonia’s SoHo workshop. Real before and after photos of the garment were used to create the artwork. Our production crew shot footage of Colossal painters and Patagonia repair technicians as they worked, and compiled them into short promotional videos for the brand.

DRESSED FOR SUCCESS

The additional content generated by the production process was further elevated by weatherproofing our painters in Patagonia gear, transforming them into live brand ambassadors.

DRESSED FOR SUCCESS

The additional content generated by the production process was further elevated by weatherproofing our painters in Patagonia gear, transforming them into live brand ambassadors.

DRESSED FOR SUCCESS

The additional content generated by the production process was further elevated by weatherproofing our painters in Patagonia gear, transforming them into live brand ambassadors.

Behind-the-scenes moments were shared on the client’s Instagram, and photography from the project is scheduled for use inside Patagonia’s next product catalog.

Behind-the-scenes moments were shared on the client’s Instagram, and photography from the project is scheduled for use inside Patagonia’s next product catalog.

Behind-the-scenes moments were shared on the client’s Instagram, and photography from the project is scheduled for use inside Patagonia’s next product catalog.