Growing up to Chinese traditional watercolor paintings, I explored what it would be like if Patagonia used the artwork in their ads. The person in each OOH print is grabbed from actual photographs and are applied a filter in Adobe Photoshop to match the aesthetic of the painting backdrop. The tagline: Explore (breathtaking nature). Revel (in its wonders). Protect (it for future generations) represents the ethos of sustainability in this set of prints. Art Direction: naturesque, beauty, wanderlust, adventurous, opportunity, cerebral.