With the majority of ski destinations in North America all touting amazing terrain, great conditions and complete vacation experiences, it's easy for any resort to get lost in this fray. So, when Factory Design Labs was tasked with bringing the spirit of Squaw Valley and Alpine Meadows to life, they eschewed photographing the jaw-dropping resorts’ legendary landscape and scenery in order to focus on the true and meaningful adventures customers are exposed to at the resort.
The integrated campaign, which includes print, out of home and digital, takes a more pragmatic approach in conveying the ‘soul of skiing’ by treating us to personal and memorable moments that we've all experienced on the slopes and don't want to forget.
Scott Bowers, Chief Brand Officer, Factory Design Labs, says: “We built the campaign around the statement, ‘Skiing has a soul. This is where it lives.’ Squaw Valley have an opportunity to stand out by expressing something unique. Its heritage spans decades with an authenticity that can’t be fabricated so we decided to concentrate on those irreplaceable moments that stay with you forever. We have brought this to life by creating change through inspiration.”
Creative Director - Emily Philpott
Associated Creative Director - Matt Chiabotti
Senior Copywriter - Jeff Erin
Copywriter - Alex Ryden
Planners- Megan Fearnow, Haley Sevalstad
Account Director - Mietra Beyer
Account Manager - Megan Gonzalez
Media Agency - EXL (National), FDL (Texas)