Selected Work

Writer and creative director with 25+ years in editorial, brand, and creative leadership. As Head of Fish Tales at Patagonia, I direct concept and copy and partner on creative direction, page-layout design, and photography selection across multi-media campaigns — print, film, podcasts, and live events. Selected work below; full archive available on request.

Inquiries: trouts@gmail.com

Brand & Campaign

Pull Together for What We Love — Spring 2024 · Patagonia Fly Fishing · Concept + copy. Brand campaign. Above- and below-water photography, anchor copy, QR-linked campaign hub.

We Stand for the Waters We Stand In — Spring 2023 · Patagonia Fly Fishing · Concept + copy. Brand manifesto. Frames Patagonia Fly Fishing's reason for being.

Wild Fish Activist — Spring 2024 · Patagonia Fly Fishing · Concept + copy. Identity and ongoing series for a community of activist anglers. Portrait-led, campaign-recurring.

What Are You Wading For? (Worn Wear) — Spring 2024 · Patagonia / Worn Wear · Concept + copy. Field-event repair campaign. Travels with Worn Wear to fly shops nationwide.

Repair Is a Radical Act (Worn Wear) — Spring 2024 · Patagonia / Worn Wear · Concept + copy. On-site signage and broader campaign anchor line.

Built to Connect — Fall 2024 · Patagonia Fly Fishing · Concept + copy.

Product

Danner Foot Tractor — Spring 2019 · Patagonia Fly Fishing · Copy. Technical wading boot. Product launch copy.

Forra Boots — Fall 2023 · Patagonia Fly Fishing · Copy. Wading boots. Product launch copy.

Tropic Comfort Natural Hoody — "Throw Some Shade" — Spring 2024 · Patagonia Fly Fishing · Headline + copy. Sustainable beechwood-fiber sun hoody. Spread photography, anchor copy.

R2 TechFace Pullover Hoody — "For the Core" — Fall 2024 · Patagonia Fly Fishing · Copy. Long-form product copy. Material story, angling-specific details, voice.

Stealth Switch Packs — "Optimize Your Options" — Spring 2026 · Patagonia Fly Fishing · Headline + copy. Three-size sling pack system. Dual-headline spread.

Waders — Spring 2025 · Patagonia Fly Fishing · Copy.

Stealth Pack Vest — "Seize the Day Trip" — Spring 2021 · Patagonia Fly Fishing · Headline + copy. Reimagined fly-fishing vest. Spread photography, anchor copy.

Long-form & Editorial

Fish Zine — long-form piece — Spring 2023 · Patagonia Fly Fishing · Concept, creative, copy; support on photo and art direction. Standalone long-form essay published in the seasonal Fish Zine. Full PDF available on request.

Patagonia Fly Fishing — long-form brand prose · Writing + direction. Essay-style brand copy ("Fly fishing teaches us a few things…") for catalog and seasonal program spreads. The wide-angle voice of the program.

Editorship — The Flyfish Journal · Curation, creative direction, content management. Oversaw every aspect of curation, creative direction, content production, social, and consumer/industry outreach.

Senior editorial — Amazon.com (Managing Editor, Music; Editor-in-Chief, DVD store and Canadian e-commerce, 1998–); The Rocket; Boise Weekly; Entertainment! (Senior editor).

Films & Video

Pheasant Tail Simplicity (22-video series) — Patagonia Fly Fishing · Writer (all 22 scripts). Multi-part instructional / brand series. Wrote every script across the series.

On-Model Product Videos — full catalog · Patagonia Fly Fishing · Writer (every script). Hundreds of on-model product videos written across the Fish line. Live on product detail pages and the Patagonia YouTube channel. Example: Tropic Comfort Natural Hoody (youtube.com/watch?v=AABsvypgd-E).

Patagonia Fish films — campaign support · Patagonia Fly Fishing · Creative direction support, social, print, and advertising copy. On every Patagonia Fly Fishing film, I provide support across social, print, and advertising — campaign architecture, headline and caption work, and creative-direction input alongside the film team.

Brand short — co-write & creative direction · Patagonia Fly Fishing · Co-writer, creative direction.

Until We Meet Again Next Year (Waist Deep Media) — based on a Steve Duda story · Source material. Short film adapted from a Steve Duda story. Watch on YouTube: youtube.com/watch?v=FhqWhN76kXU

Events & Readings

Writers on the Fly — Cascadia Tour — November 2017 · Patagonia (presented), Sage, Flyfish Journal · Featured reader. Five-city tour: Bend, Portland, Seattle, Bellingham, Vancouver. Co-bill with Dylan Tomine, Chris Santella, Amanda Monthei, Cameron Keller Scott.

Writers on the Fly — Promotional Image / Tour Materials — Spring 2024 · Patagonia / Sage / Flyfish Journal · Concept + copy. Campaign visual and tour materials.

Featured reader on every Writers on the Fly tour to date. Full appearances list on /appearances.

Bylines

Rolling Stone · Huffington Post · The Cleanest Line · Treehugger · Democracy Now! · MTV · Fretboard Journal · American Angler · Fly Fisherman · The Drake · San Francisco Guardian

Books

River Songs: Moments of Wild Wonder in Fly Fishing (Mountaineers Books, 2024). A second book forthcoming from Mountaineers, Fall 2027. See /books.

Contact

For editorial, brand, and consulting inquiries: trouts@gmail.com