BIRDS CHOICE

The Spruce Creek Collection

Birds Choice is a supplier of a wide array of products for the birding community. In collaboration with their retail and production partners, we facilitated the deployment of a new series of bird feeders embracing natural colors. To help launch this unique product collection into Bass Pro Shops nationwide and their B2C site, a collection name, visual look, and series of marketing materials were created.

Below, you will find the collection narrative that served as the driving force behind the entire project and eventually inspired a commercial. It was a very fun and unique task that took my coworker Mackenzie and me to the mountain trails of Colorado. It was a tremendous professional experience and immensely fulfilling from a creative standpoint.

The Spruce Creek Collection Narrative 

There’s a six-mile stretch of trail that winds through a pristine mountain wilderness, lush with spruce and pine, dotted by wildflowers and long-abandoned mining cabins, which stand as relics of Colorado’s gold-rush glory days. This is Spruce Creek Trail, a favorite among birdwatchers and the inspiration behind this collection. 

Located in the White River National Forest, just outside Vail, the trail meanders through rocky terrain, interrupted only by the rushing waters of Continental Falls. Then it shifts to a steep incline, rewarding those courageous enough to press onward with the breathtaking view of Mohawk Lake set against the mountains. (We’d call it awe-inspiring, but that would be an understatement.)

Whether you’ve experienced Spruce Creek Trail for yourself or not, this collection gives you the opportunity to invite a little piece of that beautiful locale into the nature of your own backyard.

Copywriting/Script: Kathleen Goodwin

Art Direction/Design: Mackenzie Schmitt

Video Direction: Kathleen Goodwin & Mackenzie Schmitt

Creative Director: Adam Pryor

Production Partner: Dragonfruit Media