CARTER PAGEL CREATIVE

TRAIL FOUNDATION

ROLES

Director

Creative Director

Copywriter

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