CARTER PAGEL

TRAIL FOUNDATION

ROLES

Director

Creative Director

Copywriter

This pro-bono shame campaign I directed went viral on social media, getting a casual 1.7 million organic views in just a few weeks. As creative director, I worked closely with our strategists to pinpoint social norms on the trail. Then my team and I were able to hit the bull's eye by creating characters everyone loved to hate and no one wanted to be.