Concept, Creative and Execution for K2 Skis Launch of their new boot line, featuring the Luv and Recon models. We rooted the foundation of our concept with K2 brand elements, visual humor cues and K2 athlete presence, while also delivering key technical product details.


Marketing Strategy
Content Strategy
Creative Direction
Post Production

Inspired by K2’s brand initiative “Undeniable.”
We highlighted K2’s history as a ski industry innovator. We brought into the suggestion that K2’s culture of innovation is the only environment in which a boot as forward-thinking as the Recon & Luv could have ever been conceived. We then built the conclusion that the boots are in fact a result of K2’s 50+ year history of innovation and yet another undeniable equipment revolution.

Past + Future
Layering heritage with progression and delivering through humor hit on the brands track record of innovation and winning without taking themselves too seriously.

Breaking the mold
Our premise was focused on the idea that there are several K2 innovations that no one thought possible. K2 accomplished them despite critics and naysayers due to their culture of creativity and innovation. This is the only environment in which revolutionary products developments can flourish.

Unconventional technology
K2 never shies away from combining real innovation delivered irreverently. We leaned into that idea full on.

A bit of business
A barrage of tech, humor and a history lesson we end on a moment of clarity.

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