Launched in 2009, First Ascent was Eddie Bauer's premier line of technical outdoor apparel. Ten years on, the brand wanted to mark the milestone and celebrate how far it had come. After lengthy brainstorms, my team and I landed on a quantitative approach – celebrating the accomplishments of the gear and the guides who used it in summit bids, big wall climbs, first river descents and countless other harrowing missions. There was no shortage of stats to work with, and the creative direction was polished and earnest – with a few fun facts and visuals thrown in (how many gummy bears do YOU eat in a climbing season?). The final execution was focused as a video on the site, and social media variations of the video.