PROTECT IDAHO'S PUBLIC LANDS
Get To Grow Campaign
The Never Get to Grow campaign started as a scribbled sticky note: “she’ll never get to grow into her ski gear.”
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Losing access to Idaho’s public lands meant that all of the adult gear you are just waiting to pass down to your kids will never be put to use. The absence of public lands means that the next generation will never cultivate their skills as skiers, hikers, bikers and fishermen, and thus, they will have a need for gear they'd grow into.
Creative Director
Producer
Client Liason
Talent Sourcing
Wardrobe Styling
Props Master
Set Dressing
Getting to grow up going outside is a privilege – something to maintain, protect, and conserve for our future generation of little Idahoans - that have yet to grow into their gear.
By placing kids inside adult-sized gear, we created a juxtaposition that emphasized the absence of public lands as a space for learning, adventure, and skill-building. These kids will never grow into it – not the gear, not the lifestyle, not the connection to the wild – all because the wild is being taken away.
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As a producer, it was such a challenge to take an abstract creative idea and to translate it into something I could logistically plan for. I knew our biggest hurdle would be finding the right talent. We needed that sweet spot between “can take direction” and “small enough to communicate our idea.”
Never Get To Grow gave us the chance to make something - start to finish - that we owned, completely. This shoot revealed that we already carried far more skill, intuition, and grit than we realized- and just enough gear to fake the rest. The moments we hesitated became the moments our team caught us, lifted us, and nudged us forward.
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By the end, the project stopped feeling like something we made and became something that made us - sharper, more certain, and far more capable than when we started.
