ALEX NYGAARD

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We hooked up with an outdoor Expert and Deuter ambassador to capture the Deuter story as it was intended: in the wild.

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For this story we conducted about an hour-long studio interview where Keith Howells explained what drew him to the Deuter booth at an Outdoor Retailer’s show years ago, and what keeps him excited about their products. He showed us how to pack like an Expert, and then put what we learned to the test on a hike to The Living Room in SLC.

 

Spoiler alert: We got lost. But in getting unlost, @HeatherRomney captured every angle with her camera and we were able to mix custom assets, Expert voice, and brand messaging in a way that made Deuter stand out in a sea of backpacks on Experticity.