Madshus – The Next 100 Campaign
Madshus continues to lead the charge in XCS innovation, and with the launch of the Race Pro BOA, we set out to create a campaign that elevates both the product and the sport itself. A fully design-driven approach blended cutting-edge CGI visuals, high-energy motion graphics, and bold, animated messaging—all anchored in the tagline “Dialed-In Performance.”
Shot on location in Sweden’s premier XCS training facility tunnel, the foundation of our campaign was to merge premium product storytelling, athlete action, and technical performance visuals. This aesthetic brings a progressive push for the XCS industry, continuing the NEXT 100 seasonal theme and solidifying Madshus as the definitive leader in cross-country skiing.
SERVICES
Concept Development
Marketing Strategy
Creative Direction
Campaign Creation
Content Production
Post Production
3D/CGI
The Hero Film
A bold, CGI-elevated hero commercial, blending premium product visuals with elite athlete action, positioned the Race Pro BOA as the pinnacle of performance XCS footwear. The film’s dynamic energy, modern motion graphics, and precise edit style create a seamless fusion of technology, innovation, and sport.
PERFORMANCE IN MOTION: PAID MEDIA ADS
Our paid media strategy maximized impact through highly targeted digital placements, featuring short, punchy ads designed for social-first engagement. Clean, studio-grade CGI visuals, kept a branded focus front and center on the product and its benefits.
FLUID VISUAL LANGUAGE
From our studio-based product shots to high-intensity action visuals, we built a cohesive key visual system that translated seamlessly across digital, social, retail, and OOH event placements.
HEADLINE WORD MARK
CAMPAIGN TAGLINE
BRAND LOGO
ANIMATED BRANDED ELEMENTS
The Race Pro BOA campaign identity was further reinforced through stylized MGFX animations to keep the Madshus brand top-of-mind with an elevated look across all executions.
FULL-SCALE ROLLOUT & ACTIVATION
The campaign extended beyond visuals into a full-scale brand activation, integrating Madshus’ top athletes, social channels, endemic media, and key retail partners for maximum reach in the core XCS community. Every touchpoint reinforced the Dialed-In Performance, within the Next 100 messaging—cementing Madshus’ position at the forefront of performance-driven ski innovation.
