Aimed at a multicultural millennial audience, Rokkan’s latest work for REI’s “Make Home” initiative emphasizes the grounding effect nature can have on people facing issues of diversity and acceptance in America. Nature is the great equalizer. In the woods and under the stars we are all the same, it doesn’t matter where you come from. And surrounded by the people who matter most you can “Make Home,” wherever the trail leads.
The latest film, “Make Home in Yosemite Valley,” was created and produced by Rokkan’s growing Los Angeles office. It follows Former-Marine and Guatemalan immigrant Naldo and his 7 year old daughter Rubie as they camp and “Make Home” in nature.
The documentary series will run in markets this summer across the Southwest and aims to appeal to a Hispanic audience–a demographic that market research has found to be particularly underserved by outdoor retailers.
Along with a number of yet to be announced projects and partnerships, the REI work kicks off a run of new business wins for the LA office. In the first half of 2016 alone, the Rokkan Los Angeles office has grown by 50%.
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