STEVENS PASS PURE PNW- More SKI ADS IN A PANDEMIC
Similar to Kirkwood, we missed our window to shoot any new footage for the upcoming season. That resulted in forming an entire new campaign around an old Stevens Pass tag: Pure PNW. We aimed to target Seattle locals who spend most of their days dreaming about getting up into the mountains, an easy job for me considering that’s what I spend most of my days dreaming about.
Establishing
A Voice
Since the Stevens Pass team will carry out a lot of the executions, it was my job to establish the brand voice for this particular campaign. As a writer, it was essential to create a character for the voice, making it easy for everyone to agree on future copy.
CREATIVE EXECUTIONS
PURE PNW :30 Yeah, this is ski porn. But how do you make the best out of a pandemic with old footage and a small budget? Ski porn and supers. This did fulfill a life long dream of writing a script direction that says, “Man gets loaded with a face full of powder.”
BANNERS AND SOCIAL
I ripped these from a deck so you’ll have to excuse the some of the mismatching colors.
Close to home, Far from tame. This became the hero line for most of the campaign targeting the Seattle area.
