ADS AND CREATIVE
WINDELLS SESSION RECAPS AND CONTENT
SKI THE EAST: SUMMER TEE LAUNCH
Offseason Training
Summers are tough for skiers. What better way to keep winter on the mind then keeping the shred alive all summer long with some summer training. This campaign was the driving force for our launch of men's and women's tees. Strong branding is key for a ski brand during the shoulder season.
Roles:
Art Direction, Shoot Management, Talent Management, Hype Man
Locations:
Mad River Glen, VT
Sand Pit, Hinesburg, VT
Photos:
Brooks Curran
PEOPLE BORN FROM ICE
A Take On People Of New York
The brand reached so many different folks. When you can find the people that embody and live the brand it was important to connect with them, and share their stories. I searched around for local skiers, business owners, and ski area employees that lived Ski The East. Utilized for a way to showcase new beanies for a social only campaign.
Roles:
Creator, Art Direction, Interviewer.
People:
Jimmy Cochran -
GM Cochrans Ski Area
Wade –
Bolton Valley Lift Maintenance
Bjorn –
Painter From Burlington
Adrian -
Bar tender Castlerock Pub
(Sugarbush Resort)
Matt Willard -
GM Mad River Glen Ski Area
“I’d Say the best part about skiing in the east is the old school rope tows” “To quote the United We Ski movie, “the rope tow is the right tool for the job… cheap, fast, simple.” “perfect for a VT hillside community ski area.”
“Love skiing the east because of the challenging terrain and the pow days that are few and far between…and the incredible miro brew selection for apres.”
“grew up skiing on the east coast, a super small mountain Jericho in MA. No matter where you go, or bounce around, you can hit so many different Mountains”
“ Born and Raised in the NorthEast, went all the way out to AK, now Im back here at MR. This place rocks man. We ski here for the rocks, the snow, the people, the powder, the beer, all of it. Why is MRG special to you? “MRG is the soul of VT skiing, theres no better place to be when the snow is good. I’d Rather be here than anywhere else.”
“My license plate is PNT2SKI, The thing I love about the east coast is that you have to work for it. The conditions out here are a lot better than people on the West coast would believe.”
Summer camp is an insanely beneficial part of a kids life. When you are in charge of a brand, and a camps voice for an entire summer, it has to sound a specific way. It has to have a stoke level that rivals kids and teens, it has to be friendly, inviting, and reassuring. It is in it's essence the voice of an experience. When you work for a camp, at it's core, you are there to mold, and create an experience. It's one that a kid should be able to look back on and say "Dang, that was the best week of my life." If you can create that, you are at the core, creating a voice to grow up with. It was my job to continue and grow the epic experience at Windells Camp. This is a sample of the content I worked on with the media teams, as well as a few session recaps that descended upon the internet during the months where everyone WISHED they were at camp skiing with us.
FROM DRAB TO RAD / OURS VS. THEIRS
It was our second year making the "Silent Night Shredder Sweater" and we needed a shoot that embodied the glory of yesteryear. The brand has a strong connection to the glory days of skiing. Things like the bottomless fondue, large facial hair, and a personal worth only found in classy woven sweaters. The idea was that if you had any other sweater on besides ours, you had it rough. Here is the photo social campaign. We also made an accompanying video ad.
Roles:
Concept, Art Direction, Product/Talent Management, Shoot Management, Shot List, Hype Man, Managed Roll-out.
Location:
Matterhorn Bar, Stowe, VT
Photos: Ashley Rosemeyer
TEE PROPS / HALF GRAPHICS
Took a few of our classic graphic tees, paired them with their own elements. The Last American Ski Bum, with his withered gloves, ski bum ramen, and whatever cheap beer was in the car in the parking lot. The Vacation Tee. 80's vice meets STE. It's all about kicking the shoes off, snorkeling, living the best vacation in style. With 60 different tees it was always vital to continue to do those little things that created better and better visuals for a product that is sold by all brands. Studio photography is bland enough, so being able to take that concept and spice it up a bit was what I tried to do. These were my two favorites.
Half Graphics was something I saw another brand do. It was eye catching, and just made rad graphic even cooler. We had so many colors it was a way to showcase multiple options without wasting the those important social posts. From a branding perspective, its hard to show you have so many options for a consumer. This helped solve that problem for us.
These were just for a social campaign during the winter. Engagement for tee's in particular, during the off-peak buying times was always tough. Moving tee's in the dead of winter was a ton easier once I got these done.
Roles:
Conception, Prop Master, Photography, Post, and Launch.
RAD DAD SALE 2017
Drinkware Promos
Drinkware can be boring. I decided that each item needed videos. All with the intention of ridiculous recipes to get the skier's body ready for an entire season season of après. The branding was important. Thinking low-budget commercial, sprinkled with the brand voice, and some ski culture. It was the cornerstone of the drinkware release, was funny, and got people excited about a notoriously bland group of products.
Roles:
Concept, Art Direction, Language, "Acting".
There are six total videos, these are just my favorites!
All Videos
Biggest sale of the year. Concept was to get all those lame dads to become RAD DADS. Created two types of Dads. Whether your dad was "shredding the corporate ladder", or your dad was a ski bum at heart. For the brand, the RAD DAD sale was always a big success. Adding to the growth of the sale with some funny, tongue and cheek content skyrocketed our sales.
Shoot One: Dad one and Dad two. Video and photo.
Shoot Two: "shred the corporate ladder!"
Roles:
Prop Master, Created Campaign, Art Direction, Product Manager, Hype Man
Location:
In House Project, Williston, VT
Burlington, VT