https://www.madalinapreda.com/black-white daily 0.75 2017-06-30 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1495557968907-XB4UL430M606W2LZIIIM/Negative0-23-19A%282%29.jpg Black & white https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1495557968907-XB4UL430M606W2LZIIIM/Negative0-23-19A%282%29.jpg Black & white https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1495482147491-3A7WQ63LXVWT11G01LKS/000067040009.jpg Black & white https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1495557509396-24TQTG6ZMHH9XZQII4Y3/IMG019_jpg.jpg Black & white https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1495557735188-QNBGCMJYOP4W3ASQYGOB/tumblr_o0h4ozW6H91saqk6so2_r1_1280.jpg Black & white https://www.madalinapreda.com/blog-wells daily 0.75 2025-05-09 https://www.madalinapreda.com/blog-wells/2016/3/7/interest-twps8 monthly 0.5 2016-03-07 https://images.squarespace-cdn.com/content/v1/56d9b7181d07c0cd16df5f11/1457374570182-SPBJDFD85JVBM0KK3FDR/image-asset.jpeg Blog - Interest https://www.madalinapreda.com/blog-wells/2016/3/4/heritage-97b7z monthly 0.5 2016-03-07 https://www.madalinapreda.com/blog-wells/2016/3/7/gratitude-8y3ne monthly 0.5 2016-03-07 https://images.squarespace-cdn.com/content/v1/56d9b7181d07c0cd16df5f11/1457370099006-DFIU2TVMYNO1SVOG9IQY/blog-82.65.365_PS2.jpg Blog - Gratitude https://images.squarespace-cdn.com/content/v1/56d9b7181d07c0cd16df5f11/1457370099081-X60SP2T1ZK52SMKCG5PF/blog-82.65.80_PS2.jpg Blog - Gratitude https://www.madalinapreda.com/blog-wells/2016/3/4/passant-ypp2m monthly 0.5 2016-03-07 https://www.madalinapreda.com/blog-wells/2016/3/4/oeuvre-gns95 monthly 0.5 2016-03-07 https://www.madalinapreda.com/about daily 0.75 2025-01-15 https://www.madalinapreda.com/home-1 daily 1.0 2025-01-15 https://www.madalinapreda.com/intro-sofia daily 0.75 2021-04-18 https://www.madalinapreda.com/facing-extinction daily 0.75 2021-08-07 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619204809525-09CR4V14D4C7ZX8O0DA6/Patagonia_FacingExtinction_Press.jpg Facing Extinction https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619206690209-X9NI9J7JCETHW8YP90PW/Screen+Shot+2021-04-23+at+12.21.45+PM.png Facing Extinction We launched the campaign with a push to get people to sign up and join a local strike. The map was developed in collaboration with Future Coalition. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619206054904-079ZUAQNM4VP3NW0NULT/ad-examples-FE-1600x608.png Facing Extinction Despite the troubles we had trying to get some of the ads approved by Facebook and Instagram, the campaign was still highly successful with over 4 million people reached on these platforms alone. The campaign achieved a further 26 million impressions across Youtube and Google Display advertising. A total of 56,821 people clicked through to the Climate Strike page on the Patagonia website. Strikes were attended by millions of youth activists across the world. https://www.madalinapreda.com/buy-less-demand-more daily 0.75 2021-08-07 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619195664442-FBTD09GWFY82Z0KSEVGL/Screen+Shot+2021-04-23+at+9.33.45+AM.png Buy Less, Demand More View the current campaign on patagonia.com https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619198482946-FU3WYEEGPBBL65IEEYBZ/Screen+Shot+2021-04-23+at+10.21.02+AM.png Buy Less, Demand More https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619197765243-K11HFMD42WEB61G05GR9/Screen+Shot+2021-04-18+at+4.33.40+PM.png Buy Less, Demand More We experimented with a variety of paid media ads, such as Pinterest carousels, Connected TV and Youtube pre-roll. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619197686435-VAY73AMD3PILV8XLUDG0/Screen+Shot+2021-04-18+at+4.35.32+PM.png Buy Less, Demand More The campaign was built with Patagonia retail stores and wholesale partners in mind. https://www.madalinapreda.com/elections daily 0.75 2021-08-07 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202425656-2M4RFEW6V8JFY4BCK4F2/Screen+Shot+2021-04-23+at+11.26.53+AM.png Elections 2020 We created this map in partnership with the League of Conservation Voters, to make it easy for customers to know who are the climate champions running for office in their state. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619204592225-DVU2A7Y6IX8NA3CMTABB/Screen+Shot+2021-04-23+at+11.55.43+AM.png Elections 2020 I also produced editorial content to inspire readers to vote for public lands and climate champions. Read Public Enemies, by me, here. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202176324-CMG14CX20ZMOSK8AM2K1/Screen%2BShot%2B2021-04-23%2Bat%2B11.20.39%2BAM.jpg Elections 2020 We had a lot of fun producing this series with Patagonia athletes, mixing sport stoke with the importance of voting. See my favorite here. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619201029209-JRG6SMNXK3RTGAEN9995/Patagonia-22Vote-Climate-Deniers-Out-of-Office22.png Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202601051-GEDNYFEOE9YU06JN04P7/Election-Shareables-1x1-1.jpg Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202678804-C2YK7W43RL238GT5NQY8/Election-Shareables-1x1-5.jpg Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202734828-TM64XG9MK2CXH35JIQFI/Election-Shareables-1x1-4.jpg Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619202728562-SNLJ2PPN55UOHZO6JYN7/Election-Shareables-1x1-3.jpg Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619203146035-FMFVL901AX61X1VFYQTK/Screen+Shot+2021-04-23+at+11.36.25+AM.png Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619203150197-Z8R8FPEFT47M1MJQ7RX1/Screen+Shot+2021-04-23+at+11.35.26+AM.png Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619203144745-YQUUSGUE4MXTRZD81NSG/Screen+Shot+2021-04-23+at+11.37.26+AM.png Elections 2020 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619203306544-D4T1NQMYKH6HVKVBX0VM/Screen+Shot+2021-04-23+at+11.41.14+AM.png Elections 2020 https://www.madalinapreda.com/time-to-vote daily 0.75 2021-04-23 https://www.madalinapreda.com/district-15 daily 0.75 2021-04-24 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619226596018-FIJKDNTA9ZWKGUS1KX9Q/D15+social+2.png District 15 We focused the campaign creative on the health impacts that Wilmington residents suffer due to pollution from oil drilling. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619226405885-ZISOYZJIE2KRO8OR28VU/d15%2BESB.jpg District 15 Reduce, reuse! We used the infographics we built for the film for in-store displays and event invitations. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619226678974-3C8C84WI8F4OND8FSBV3/LAX-003030-B_Install_PatagoniaInc_2020-01-02_101101034.jpg District 15 We also purchased ad space near Wilmington, on the commuting route of Los Angeles council members. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619225703893-AN873ZHTJCT0QPS5KOSJ/Screen+Shot+2021-04-23+at+5.54.42+PM.png District 15 For the advocacy campaign, we built a campaign page on Patagonia Action Works and a targeted Phone2Action and email campaign. Add your voice here. https://www.madalinapreda.com/skilled-volunteering daily 0.75 2021-08-07 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628359501792-247WSXGW3ILGYQP5D8Q8/paw_skilled_volunteering_patagonia Skilled Volunteering To reach Patagonia customers, we took over the homepage on patagonia.com. We wanted to inspire joy and excitement about the warm feelings that come from doing your part. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628359994771-65TS4JPVE9FK19WPB96H/Screen+Shot+2021-08-07+at+11.13.03+AM.png Skilled Volunteering We knew from the first creative iterations we needed to partner with a leading creative publication if we were to reach creative professionals. We were thrilled to work with It’s Nice That on sponsored content that spoke directly to the power of creativity in solving problems. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628359777135-OJEDYZHPSSCSPT8SHIWN/Image+8-7-21+at+11.03+AM.jpg Skilled Volunteering We produced two short videos featuring two volunteers from the US and Europe who could speak to the benefits of skilled volunteering. We created hundreds of assets from this content which allowed us to mix video, text and animation over a breadth of platforms, including Pinterest, Snapchat and Youtube. https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628359690099-A03G0G4T99MZSOTOUD0L/paw_skilled_volunteering Skilled Volunteering We had fun with in-store creative that showed the link between volunteering opportunities and the impact they have on people and the planet. https://www.madalinapreda.com/home-copy daily 0.75 2025-01-15 https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1605892663848-62LGD0DG5OGJ9VJZJ4CO/image-asset.jpeg Home (Copy) Photo: Gary Regester https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599359788301-VOB4CHBO0TUDTXQ16ZJ6/redlake_6568_2.jpg Home (Copy) Photo: Sarah Stacke https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599360560814-I89NKJ35PHC2CNRJWC34/oberly_k_0430-2250x1500-1.jpg Home (Copy) Photo: Keri Oberly https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589831416659-4YM4ABH7E66B5SIT1XQE/oberly_k_0321_cc_web-640x800-628x785.jpg Home (Copy) Photo: Keri Oberly https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599362008822-KS5GQHKU8ZHLMNLV68BF/Screen%2BShot%2B2020-09-05%2Bat%2B8.12.12%2BPM.jpg Home (Copy) Illustration: Alexandra Bowman https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589672044580-AR1SMP0C0RTWR52UVW9W/capolongo_d_0002-1600x883.jpg Home (Copy) Photo: Dennis Capolongo/Greenpeace https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599361291269-087G2BKHV5RDZMBYQ7H8/lead-for-gif-1536x2048-1-1280x1707.jpg Home (Copy) Photo: Ayisha Siddiqa https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1617321521808-NMZTAF0E2YQMZAPIB5EQ/alexbowmanpatagonia Home (Copy) Illustration: Alexandra Bowman https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589821053812-4FHQ2UIDLD0KBGGTC1II/balkin_g_0002_cc_web_1600tcl.jpg Home (Copy) Photo: Greg Balkin https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619223676800-KS0T4E05FSLHDALWAFXE/facing-extinction-mural-berlin-1200x800.jpg Home (Copy) - Facing Extinction (Copy) https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628358554413-O27Y0O8914L4VBCVIZOG/Paid-v4-Static-AllSizes1x1.png Home (Copy) - Skills for Action (Copy) https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1619223683265-N2G47QZI1LCXRCX4L475/Patagonia-22Vote-Climate-Deniers-Out-of-Office22.png Home (Copy) - Elect Climate Leaders (Copy) https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1628358657272-9JKE4BD1HPQOK85304UJ/Screen%2BShot%2B2021-04-23%2Bat%2B9.33.45%2BAM.jpg Home (Copy) - Buy Less, Demand More (Copy) https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1617322149584-04S3WKDPFWY4T67CN0SE/Image%2B4-1-21%2Bat%2B5.05%2BPM.jpg Home (Copy) Illustration: Alexandra Bowman https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1617322628718-Y2SS0NUVSACGNN1WAJJS/Screen%2BShot%2B2021-04-01%2Bat%2B5.12.26%2BPM.jpg Home (Copy) Photo: Taylor Rees https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589673061620-CEZ76RBKUWQVK4L1ILSC/patagonia-blue-bin-illustration-theideal-1600x883.jpg Home (Copy) Illustration: Matt Blease https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599360755285-D448VEOAXAVQOPNYTGZ7/unmuted_hero_0604update.jpg Home (Copy) Illustration: Sam Levy. Photo: Keri Oberly https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589672328628-O2VLGCUPS60U72C9XL86/trinnaman_a_0032-2560x1440-1.jpg Home (Copy) Photo: Aubrey Trinnaman https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1599359519277-SUMTG5WJNTK10VFOEO4C/illustration%2Bpaula%2Bchampagne%2Bpatagonia%2Bpublic%2Blands Home (Copy) Illustration: Paula Champagne https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589672210870-7UGS6A09113Y10VLB6ED/001_kopreclimatestrike_56a5511-1600x883.jpg Home (Copy) Photo: Keri Oberly https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589675521029-2RIZ6KPO6HKXG6PDWGMX/estrada_m_0078_cc_web-2250x1266.jpg Home (Copy) Photo: Michael Estrada https://images.squarespace-cdn.com/content/v1/59232fd53e00be67be250848/1589674524593-L6ZCB075K40VFSK4R8ZU/madalina-preda-photo-squat-farm Home (Copy) Photo: Madalina Preda