Case study · Brand experiences
Bringing people together somewhere worth protecting.
I created the Overland Invitational to combine three things that matter to me: time outdoors, good working relationships, and support for public lands.
The idea
Where the idea came from.
Running expeditions for Firestone showed me how much can happen over a few days on the trail. People get to know each other, products get used in real conditions, and the stories come out of the experience on their own. I wanted to bring that format to a wider group of brands, creators, and journalists, with conservation built in from the start.
Participants bring their own rigs and gear. They leave with hundreds of photos and stories, a network of people who actually do this, and a real connection to the land they drove through.
The format
How it works.
Each expedition is invite-only and runs three to five days. We camp together and travel through places where public lands are under pressure. Cultural education led by local Indigenous communities connects the trip to the people and history of the place, and part of the proceeds supports local conservation partners.
The flagship
Bears Ears.
For the flagship expedition, I worked with local Indigenous and preservation groups at Bears Ears and brought on sponsors including Ram Trucks, Garmin, Firestone, and Front Runner Outfitters.
We covered 351 miles and 12 trails. Participants reached a combined audience of 8.2 million, and we donated half the trip's profits to conservation partners.