How do you reposition a mountain as the go-to ski resort for millennial groups? You make ski ads that don’t look like ski ads. No solo skier on a pristine mountain top. No laughing families. And no droning on about how steep your peaks are. That’s all expected. Instead, we built a campaign that subverted expectations and redefined what a ski trip can be.

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AD: George Reynolds

CD/CW: Chloe Cotoulas