REI The Cycle
How do you turn a simple bike ride into an immersive shopping adventure?
For REI’s Spring Cycling campaign, we didn’t want to just show gear - we wanted to showcase a lifestyle.
The challenge: blend authentic storytelling with seamless, shoppable technology - without killing the joy of the ride.
One Bike. Three Stories. Unlimited Possibility.
The Cycle followed three heroes - different lives, different rhythms - sharing the same bike across a single vibrant day.
As each rider powered through errands, commutes, and spontaneous adventures, pop-up overlays revealed the REI gear they were using, offering instant access to learn more or shop without ever leaving the story.
It was one of the first true fusions of video content and ecommerce, bringing interactivity and inspiration together in a way that felt effortless.
The Result
The Cycle wasn’t just a cycling campaign.
It was a new way to think about digital storytelling — fluid, interactive, and alive.
Early pioneer in shoppable video content.
Elevated REI’s Spring Cycling campaign with emotional and practical pull.
Strengthened REI’s reputation for innovation and lifestyle leadership.
Because when you tell the right story, every ride becomes a bigger journey.