For each seasonal campaign, planning starts a year out. I created the project plan that was integral to kicking off this initiative.

For our winter launch of this new Ski+ campaign, I brought together the client, media partners, and our internal team to align on goals and budget, culminating in a creative brief.

Ten months ahead of launch, I led all planning for a 7-day photo and video shoot that spanned four resorts and three cities.

I led bidding and negotiating with production partners to land on the right content team who understood the assignment for the “Why Winter Exists” vision established by our creative director. After securing partners, we sourced talent, scouted locations, and hired hair & makeup. Finally, I coordinated with Utah-based outdoor brands who wanted their gear and wardrobe featured in this campaign - Black Diamond, Pret Helmets, and Gregory Packs were some of the brands featured.

In February, production kicked off. Sundance, Park City (the town and the mountain), Snowbird, Midway, and Brighton were featured. Skiing, snowboarding, snowshoeing, horseback riding, fine dining, and aprés were experienced.

Awesome, we did it. A great shoot! Oh wait, we’re not done…

I created the plan and led the execution to build out all final assets. We worked through messaging, image selection and editing, storyboards and scripts, music composition and voiceover talent, editing multiple versions of video spots for different audience. I made sure everything was moving and ready for the fall deployment.

In partnership with our brand strategist and the media agency, I evaluated performance of ad creative. Leveraging our highest performing creative as a baseline, we led the creative team to refresh messaging and visual content to produce digital and social assets.