role:
copywriter + community and ambassador content lead
mountain equipment co-op
Before it was Mountain Equipment Company, the Co-op was synonymous with community. Copy and content work for MEC laddered into one purpose: inspire Canadians to live active outdoor lifestyles. And since it was founded in 1971, the Co-op did just that, boasting a member base five-million strong. From backcountry enthusiasts and climbing die-hards to cycle commuters and festival goers, one thing brought members together: good times outside. Brand positioning and content marketing centred on the authentic connections of the member-community, the feel-good lure of nature, the reliable, supportive gear that gets them outside, and the stories at the hearts of their adventures.
Why being active outdoors matters more than ever
New and ongoing scientific evidence points to a fundamental link between mental and physical health—one best fostered in the great outdoors.
feels like flying: paragliding from bc to alberta
With the help of an MEC expedition grant, photographer and filmmaker Benjamin soars 1000km via paraglider from Vancouver to Calgary.
photo of a lifetime: reube krabbe captures a solar eclipse
The photographer trekked to the Arctic Circle to capture a one-one thousandth-of-a-second, once-in-a-lifetime shot of a skier framed in a solar eclipse.
true grit: how to unleash youR inner badass
MEC Ambassador Sarah Hart was halfway up the 1500m South Ridge of Serra Two in BC’s Waddington Range when she discovered her power.
healing generational trauma through the power of the outdoors
It can absolutely happen outside of an outdoor context—but there is a deep, honest closeness that comes from overcoming challenges together in the wilderness.
A story of luck and survival in avalanche terrain
MEC Ambassador Bruce Kirkby shares lessons of backcountry decision-making in the hope it might save a life—or two, or more.
Good Times Outside
This Canada-wide, bilingual brand awareness campaign sought to hook members from the backcountry and backyard alike with a clear, simple, and inclusive approach to outdoor adventures.
Copywriter: Jonathan Johnson Art Direction: Brock Ellis, David Belanger; Graphic Design: JP Boulais, Fiona Cheng, Shawna Jones, Ricky Knight