In 2021, DICK'S Sporting Goods introduced Public Lands, a new national outdoor retailer with a mission to celebrate and protect America's public lands for all. As the creative director on the account for three years, Alexandra Fuller and her Camp4 Collective colleagues developed the brand from inception through its launch and into subsequent campaigns. From the outset, Public Lands was committed not just to outfitting outdoor enthusiasts and adventure travelers, but to championing the responsibility of protecting and advocating for the spaces they explore. This partnership resulted in a unique retail experience that combines highly curated, style-forward apparel and gear with a purpose-driven approach to outdoor recreation and travel. The "Let's Land Together" campaign exemplified this ethos, emphasizing unity in both enjoying and stewarding public lands. By integrating authentic storytelling and community engagement, the brand has resonated with adventure travelers and outdoor enthusiasts nationwide, fostering a deeper connection between people and the natural spaces they cherish.

Building on the success of its early seasons, the team evolved the brand voice and positioning, ultimately embracing the idea of outdoor culture as a form of outsider culture. While outdoor enthusiasts come from all walks of life, they share two defining traits: a reverence for the outdoors and an irreverence for the ordinary. This shift in perspective led to the creation of a new campaign, "There's a Trailblazer in All of Us," which placed the focus on the individuals shaping and redefining outdoor culture. By celebrating the trailblazers—those who lead the charge in expanding and diversifying outdoor spaces—the brand reinforced its commitment to making the outdoors a place for everyone.