UNITED BY SNOW
To introduce the winter sport category of the Terrex brand and its focus on sustainability, we conceptualized a community-driven campaign with the perspective that Wintersport of any kind unites people for a better understanding of the need to protect the planet.
Aptly named, “United by Snow”, this campaigns narrative, led by an honest approach and conversation on sustainability in the outdoor industry, speaks their one relatable truth: All winter sports enthusiasts and consumers share…their love and need for snow.
Art Direction and Design
A LOVE LETTER TO WINTER
Highlighting the world class roster of Terrex athletes, led with a scripted narrative delivered by Mikaela Shiffrin, our campaign strategically launched through all channels, from a fully strategized digital and ecom experience, an engaging social rollout delivered by both brand and athletes, hyper-focused OOH and print, and the creative driving the retail narrative for the first Terrex flagship store.
We explored different visual possibilities, from organic and humanistic, to premium and refined, and everything in between before aligning the narrative and the aesthetics with cohesion.
A Clean, premium, and considered visual direction, with an asymmetrical image-driven look allows the stunning imagery to capture attention. Paired with consistent and powerful brand messaging, we created a strong visual foundation through which all channels could be activated with maximum engagement. For a signoff that brings the consumer back to the brand’s foundational aim, we included a nod to sustainability, embodied by the global adidas initiative to: End Plastic Waste.
A GLOBAL STAGE
Captured on multiple continents with a variety of leading athletes and sports. We produced multiple capture productions with local crews, shot on location across the globe, including Austria, Sweden, Utah, Idaho, Switzerland and beyond. Ensuring the multi-sport campaign remained driven by the authenticity and power of our athletes in their natural habitats was paramount.
Our digital journey strategically tired our creative with storytelling focus for top-level attraction, keeping the customer engaged with the narrative. We then unpacked our campaign further as the consumer journey continued through different levels on different platforms, focusing on story, product, tech or a combination of all depending on the touchpoint.
A CALL TO ACTION
Together we sustain tomorrow, through change today. An extension of the campaign itself, we went a step further to create a sustainability lookbook, with simply and inviting steps all participants in winter sports could take to work towards ending plastic waste.00
AT THE CORE
The core of each sport being a completely unique subculture of their own isn’t lost on us, and snowboarding leads the charge for nuanced style and culture in the world of winter sports. We directed and produced a feature short film to support this consumer, starring the Terrex global snowboarding team doing what they do best throughout the winter, letting their skill and personality shine.