When we first pitched the “REI Skier” job with BBDO Atlanta, we discussed a number of ways to approach the creative challenge of making a skier slice up the Outside.com website. We considered shooting a real skier, faking it in a stage environment, or creating the skier and his environment in CG. After doing some serious R&D and discussing the pros and cons with the agency, we ended up recommending the CG route – we were confident we’d be successful in making him look and feel “real,” which was important to upholding the REI brand. After a couple of test runs to demonstrate the realism of texture mapping the retailer’s gear on an actual skier, then recreating the motion digitally, our clients were sold. Carving out this new path for REI was a great success for the brand, and gave our animation and development teams one of our most engaging examples of effective webpage takeover advertising.