I pitched and won the business. I was the lead writer in developing the Take Flight campaign concept, then creative directed the week-long shoot and directed the video edit afterwords.
The OG helicopter skiing operator needed to connect with a new generation and dispel the myth that the brand was only for stuffy, old rich guys.
Make the right audience experience how a week at CMH feels better than just about anything else on the planet.
"To ski powder is akin to flight. Soaring motion and utter stillness contained in the same moment. And a rock’ n ’roll base line thumping wildly in your heart."
A campaign concept that distilled the CMH experience to its three-dimensional essence:
· The epic joy of powder skiing
· The camaraderie forged in the mountains
· The restorative power of wildness
A new brand anthem video targeting Gen X ski travelers. A detailed campaign guide that allowed the client to execute supporting digital assets in-house.
Creative Director: Alexandra Fuller
Executive Creative Director: Steve Driggs
Account Director: Jeremy Chase
Producer: Stevie Meier
Writers: Beth Lopez, Garrett Martin, Alexandra Fuller
Design Director: Matt Manes
Video Production Partner: Forge Motion Pictures
Video Director: Anson Fogel