The New Retro-X

Client
Patagonia

Skills & Roll
Art Direction
Digital Design

Explore Retro-X on Patagonia.com

As Art Director for the Retro-X® Fleece campaign, I was tasked with reintroducing one of Patagonia's most iconic silhouettes while highlighting meaningful product improvements in comfort, functionality, and sustainability. The challenge was to evolve the story beyond heritage and nostalgia, demonstrating how the updated design performs in the moments that matter while staying true to the jacket's enduring identity.

To address this, I developed a creative concept centered around the Retro-X silhouette itself. By using the recognizable shape as a visual frame and revealing landscapes and experiences within it, the campaign illustrated where the jacket can take you and the role it plays in everyday adventure. The concept connected product innovation with real-world utility, reinforcing that the Retro-X is more than an icon—it's a functional layer built for life outdoors.

I led the creative development and execution of the campaign across digital, retail, and brand touchpoints, ensuring a cohesive visual narrative throughout the customer journey. Working closely with cross-functional partners, I translated the concept into a scalable system that balanced product storytelling, environmental responsibility, and the timeless appeal of a Patagonia classic.