Before Aspen, Things Were Different

Awesome!

Before Aspen people weren't a**holes.

love that first shot.

"before aspen, you could ski for $15 a day"

I think the campaign does a good job of highlighting what Aspen really has to offer. I personally love the great inbounds pow and the nightlife.

People were and will always be assholes, there are how many billion of them in the world? So best to get used to it and do whatever you got in ya? Running up the hill and sliding down on your ass for free!

@ Coocko. Actually saw on the news last night that the World officially reached 7 Billion as of yesterday. Wild. I wonder what percentage are A-holes... :)

The "Rookies never got the back cover" is my favorite. That is an incredible shot.

Love it. Nicely done Factory.

Not impressed really (although the photography is awesome) While it does highlight the features of Aspen, you could take the concept and replace the name with any other resort in the country and it would work the same. Personally think it what the VP of marketing was looking for could have been done in a way much more personal to Aspen.

Rookies never got the back cover was shot by http://www.thedenveregotist.com/members/tomas-zuccareno-photography

Johnnyboy, Thanks!

@ehhhh

I disagree because Aspen was at the forefront of resort towns and the ads are touching on the fact that Aspen set the standard. If it's just like every other resort in the country, then it's because every other resort is trying to reach the bar that Aspen set.

Solid work from Factory. The shots on the 1st and 4th are my personal favorites...and it might be because it only showcases aspen groves and deep snow...the two things I think of when I decide to drive all the way out there once a season. The line about 'jumbo jets' was a little off putting in the description though. Only having personal jets in the airport on the drive in isn't something I'd be touting...

I've been to Aspen few times, but this looks to be just a mountain town ski resort! Which is fine for most all mountain tourism. I recall the square which was old wagon grid like fort collins but with top line shops to expensive to walk into and look and the national guard, body guards for the whoever fur strappelar currently there? The old horse fourth of July parade we went to there. Besides what people go there for today: More exclusivity. Or just the X-Games? There is a good art institute there.

Hey guys, thanks for the love! Also, thanks for scanning the QR! Our local athletes worked hard this past winter getting shots for the movie.

-Dave (Interactive Marketing Manager - Aspen/Snowmass)

Fab! Nice work!

Eh, like most things aspen, just playing it safe and boring.

Um da dum ok chuckie hunter.

Aspen fucking rocks. Some of the best skiing/snowboarding in the state. They totally set the standard. Nice work Factory.

Ha I now see how some of the tag lines could read as general resort cliches. But cliches have to start somewhere, and within the ski industry it's safe to say most of them started at Aspen. #bestdayofmylife

You could just insert "Vail" where it says Aspen and they'd work. Any resort can say what these ads say. I like the strategy that the Aspen marketing person developed, but it looks like Factory just dumbed them down to typical resort copy. Check out Factory's old Winter Park stuff, same thing, really.

Its too bad, because Aspen DOES have a unique position in the market, but Factory just went for the easy single vs. swinging for the fences.

Greg112, if you've been to Aspen you would know the difference between there and Vail. I disagree.

Let it snow,

You're right. Vail and Aspen are totally different and the work speaks to Aspen really well. I sometimes come down hard on Factory cause they rejected my book a few months ago.

I stand corrected.

Yes, I do know the difference. But these ads don't make it clear.

Thats my point.

I take it back.

I think the ads are really clear and wish I'd worked on them.

Greg112, don't be bitter.

Sorry. It's my nature. I sometimes lash out because I was ignored by my dad when I was little. I have been in therapy for 3 years working on it. I promised my therapist I'd work on it.

Again...sorry.

Yo Greg W,

Just so you're clear...

head·line n.
A line at the head of a page or passage giving information

tag·line n.
An ending line, often repeated phrase associated with an individual, organization, or commercial product; a slogan.

Yo Perlman. Your headlines and headlines rock. Suck one Greg W.

um...I meant headlines and taglines. Still suck one Greg W.

Dude, I'm not bitter. Far from it. Obviously, you guys are scared of the typical Factory criticism. Pretty sad. Go to NY or LA and try that.

Although its some great photography, these ads are bland copy and by no means earth shattering. Just the same ol we have been seeing from the resorts forever. Ill stop yawning when you really break out of the box, not recycle cliche's. Everyone knows print is so .... yesterday.

Still dont see how this is "Aspen" and not ski resort anywhere instead. Any resort can say they have a best park rated by blah blah blah, or top kids program approved by someone, or powder (unless your on the East). Still seems generic to me other than the "before Aspen" and fails to really distinguish the resort from any other.

The photos, color treatment, type design and video are all rad though and definitely feeling that part.

Gregory Allen, you shoulldn't have any problem finding work on here sugarbugger or using the internet properly without having everyone exploit you for all your worth(lots&lots of bubblegum) Since you plop down random stories on the Internet & call it a job or amusement so boring. Especially your web presence since your dad is a retired police investigator and you mom helps you with modern ladder pictures and paperplane billboards? Gerkoffs on all accounts and fronts or just really niave and sheltered and mediocre.

Print ads use pitch phrases. Which the factory fully demonstrated and executed here. Headlines are story titles for papers or news stories compartmentalized wherever and taglined are Internet gansta talk for really lost webbers.

I've never worked in NY or LA, but it seems like they'd say what I'm trying to say...I mean...what am I trying to say? Listen, I'm just a frustrated creative working on second rate local brands. It's tough to get excited everyday.

I'm doing the best I can with the limited talent I have. Cut me some slack.

Oh...now I get it. You guys set Aspen up as the leader using the phrase, "before Aspen." Aspen made things cool...better. Sorry for me being a bit slow. I get it now.

Why bitch? Go make something better and put it where your typewriter don't shine.

Posting as someone else is getting pretty tired, Factory. Seen it a million times. Stand up for your work, or not. But don't take unfunny shots at someone with an opinion.

This work is the same stuff that Factory did for Winter Park in 2008. No unique strategy Factory, but then again, what else is new?

Oh no.. I got it (pretty much hammered over the head) and like I said everything else is awesome, just not feeling like Vail, Beaver Creek, Monarch, Stowe, or anyone else could not be using the same. Rest of the work is awesome, still.

I know...I know...writing anonymously is gutless and cowardly, but hey at least I have an opinion. Writing as someone else is totally different than writing anonymously. Oh wait, no it's not. Sorry for my sad little comments earlier.

I love Factory and all the work they do.

Ha Ha! Someone hurt Factory's feelings.

Once again. Awesome!

CAST YOUR VOTE

The first 10 people to say something nice about Factory all get a free ski pass. Hurry and don't be shy.

The best thing about all this is that you don't know who I am. JoeW? Who's that? I'll never tell because signing my name would mean I would have to own my comments. NEVER! Ha Ha!

What does that business that is none of yours get you? .....?

Not unless your one of those dumbfounded staring teenage girls in that happy Hilary duff anti hateful media campaign!

I think the concept is okay. It didn't slap me in the face, but I get it. The execution is done really well though. A few of the dynamic photos really pulled me in.

I don't agree with the statement that you can just place another resort's name and they'd be the same. Yes, literally they would be the same, but the fact is that Aspen is making the statement first. They are clearly saying that before Aspen ... If any competitors make this claim they only risk damaging their own name, and being looked at as generic followers.

It's really going to be on Aspen and Factory to own this brand and ensure that it doesn't fall to the side.

Why does everyone have a personal vendetta against Factory? True, nothing ground breaking, but pretty solid ads with great photography and nice layout. Not really sure about the whole "you could switch Aspen with Vail" argument, you could say about any ad that is in the same industry really, (i.e switching "Coke for Pepsi", "Bud for Coors", "Ford for Toyota" etc.).

Ha, Tony, we must have been commenting at the same time.

Same page brother.

Thanks for the cheese & the right time.

That first one has me salivating for some tree stashes. Love the 4th one too. Really nice work overall Factory. Cheers.

Such a viscous we do this and you do this e decident out there. Way to set yourself 'liking' thumb thrown high?

I like the shining. I mean the sighting.

Hi Lee. I love factory. And you. Too bad you're gay.

Who thinks who doesn't know who's name? Like it would matter. It's beyond feelings it's abuse that has gone on for a long time and is apparent straight to my face from my immediate dependant family/friends & a few social connections. I've lived through a lot of diversity and hard times with absolutely nothing and being treated like scum. It's sick and excuse me it's gonna get you absolutely nothing and nowhere. Maybe you can fix the inflated budgets with seventy two day weddings?

Well, for what it's worth, I think this is a solid campaign. Nicely done, Factory.

These ads are baller. Good job Factory. Ski accounts have a lot to say and a lot of different people to talk to. I enjoy the strategy here and its a big enough idea that it works for a lot of different targets.

Is Lee really gay? I would really like to know so I would know if it's "safe" to blackout at his house.

Blackout Blues...
for you Baller

Hope you don't mind me barging the door
In the middle of the night
Hope you don't mind me barging the door like this
In the middle of the night
Falling in and out of bars on my own
Pick my head up off the ground

Woke up on your bed this morning
You were sleeping on the floor
Woke up on your bed this morning
You were sleeping on the floor
Falling in and out of bars on my own
Pick my head up off the ground

I think we're riding on our last legs
Like the dark horse down the stretch
I think we're riding on our last legs
Like the dark horse down the stretch
Falling in and out of bars on my own
Pick my head up off the ground

Tricky business to build ads that say "we're better," without alienating any markets. It takes a subtle nudge here and there. I think the copy is a perfect nudge for a bold campaign that puts Aspen on a pedestal. The true test of it's effectiveness will be to see how many agencies copy it/Factory again, next year.

You can pay for your own punched knockouts too(celebrity cartoon style drag outs that will be televised) and if you can't have sex you can stick a penis or a hose in your ear. Unfortunately, talent and good reputation and conservative ideas don't all go hand and hand. It doesnt exclude or include a single soul. So write away nowhere fast fockers.

Luring susceptible victims in a nontrusting very deceptive crowd to your house and drugging them so they black out is a whole nother ballgame. I know what people play for. Colorado royalty schmolity-you still hiding here?

Not gay but I sleepwalk, thanks. Your not welcome in my house either.

People know what people in certain professions make and or they can look it up. It's not a deception and they know their appropriate boundaries.

The ads do the purpose of a ski resort. Good work. Like others have said.

Is it me or are the anonymous batshit crazy comments on this site becoming more batshit?

I forgot: very nice work all around. Concept, copy, design, photography I like.

Def batshit for sure... more comments on this than anything I can remember in a long time.

Def batshit is you talking with your hands at who walking around where? Incapale of a conversation or doing anything to take care of anything pussy footing because you don't want to. And that is exactly what happens too. People getting screwed over in serious ways without proper basic necessities in ignorance for- what- how much fun is that?

Feel free fancy-sheik pants to bash my reputation all you want. Like that's a new one I haven't heard my whole life. I didn't have a good chance with that in my lifetime expectancy anyway.

If you started blacking out when you were a young preteen before you ever started drinking or lived in conditions of black mold & thick dust mitre amongst other possibilities, could you have an underlying serious health condition that needs to be properly checked out and treated/diagnosed(if there are dr.s that can do that correctly today)? Not just by ignorant people that see and talk and think that there is something wrong wit you. That they have no fucking idea what. And get called dumb def retarded and treated as such or worse in public?

You won't find help for whatever ails you in the thread for an Aspen branding campaign.

Perry Mason.

Vital Films ripped it up! With the storyboard sequence and quality. Those guys make it look effortless and seemless. The print ads hit the mark for their placement in Skier magazines. I could imagine different presentations for different events, scenes, and audiences. Print ads have their own special magic, I wouldn't say these are on the list of all time Wow print ads that made me? There is really no point in saying it could be any resort after the fact they have already been produced and placed! There is a big spectrum of design and levels and there is a place for everyone without fighting be tired here! The profiles and commenters on here are hilarious.