Vail Resorts: Elevating the Story of Ski Schools Across Borders

Vail Resorts brought me in while production was already underway. Footage had been captured across five resorts, two countries, and three states. My role was not to start from scratch, but to take what existed and elevate it.

I stepped in to define the creative direction for the final shoots at Northstar and Heavenly, building on the foundation that had already been set. Working closely with the Vail Resorts brand teams, I developed distinct art directions for each resort, ensuring that each location’s unique character came through while maintaining brand consistency.

I translated static brand guidelines into motion, bringing the campaign to life through animation and visual treatments. I also collaborated with scriptwriter Ian Fritz and the Ski School Marketing teams to craft messaging that captured the spirit of each mountain and the experience of the ski schools.

I directed voiceover talent to ensure the tone felt authentic to each resort's identity and oversaw final voice selections to match the energy and feel of each spot.

Beyond the core videos, I extended the campaign into other channels, creating GIFs for email marketing and MMS placements to keep the story active across multiple touchpoints.

At every step, I focused on honoring the work already in motion, refining it, and helping create a campaign that connected both emotionally and visually with the audience.