As Senior Copywriter, I built a narrative that tapped into what matters most to this audience—their connection to wild places. For the Bass Pro Shops x Carhartt “Back to the Land” campaign, the strategy was simple: lead with heart, not hype. We focused on the emotional pull of the outdoors and the real impact of conservation work. Every line pointed back to legacy—how buying a jacket helps fund the Johnny Morris Conservation Foundation. The copy leaned into raw, grounded language (“signposts for the soul,” “where common ground crunches beneath our boots”) to create something that felt shared and lived-in. This wasn’t just about selling gear—it was about framing each purchase as a small, meaningful act of stewardship.
