VIDEO PRODUCTION
Content strategy and video production lie at the core of Will’s experience in the brand marketing sphere. In a passion-driven industry like skiing, creating engaging content that captures attention, positions product, and informs the consumer is paramount. From launch pieces to product videos and everything in between, Will has staked his career on infusing brand values into each touchpoint of the customer’s journey.
K2 MINDBENDER COLLECTION LAUNCH
ROLE: Creative direction, aesthetic direction, timeline direction, song/audio direction in collaboration with outside agency.
SCOPE: K2 is a storied brand in the ski industry, but the brand within the freeride market had become stale. With the launch of the Mindbender Collection, Will saw an opportunity to separate K2 with literal interpretations of the product name, a song that harkens back to K2’s past dominance of the space, and an editing style and shot selection that touched on K2’s refocused intention within the category.
K2 SEASONAL DIRECTION SIZZLE
ROLE: Director, producer. Sourced video, created timeline, collaborated on visual elements and sound design with editing partner.
SCOPE: K2 Skis encompasses many different categories and consumer profiles, and ensuring brand uniformity across all channels can be a challenge. In this video, through careful shot selection, visual elements, and timeline creation, Will created a video that set the tone for the seasonal narrative that crossed categories and foreshadowed campaigns in a unified video. See how this was infused throughout K2’s site, from Splash Pages to Product Description Pages.
PRODUCT VIDEOS
ROLE: Produce on-location shoots, create scripts for talent, source additional video as needed, brief media team on aims of project.
SCOPE: From creating more action-focused content for LINE to technical and tactical focus for K2, these two videos exemplify the diverse needs of the different brands. Weird, young, and irreverent, LINE aims to inform while entertain. Conversely, K2 is slightly older, consumed with “cool”, and craves more technical information. Each video below showcases the vastly different brand values. These ultimately were placed on product description pages and disseminated for in-store use for retail partners.
STRONGER TOGETHER: K2 WOMEN’S ALLIANCE
ROLE: Executive producer, timeline direction, aesthetic direction, on-site logistics, point of contact for creative partners.
SCOPE: The Women’s Category for K2 Skis has a long legacy of creating women’s specific product in close-concert with the end consumer. Relying on a talented group of women to create product lies at the core of K2’s position within the market. So in order to remind our audience of this fact while simultaneously reintroducing a more aspirational image that fell in lock-step with the rest of the seasonal direction, Will instilled a rejuvenated look and feel that focused on strong women skiing big faces. The goal was to communicate aspirational action imagery while fostering community in the lifestyle depictions. See more of how it played out HERE.
FULL TILT ASCENDANT
ROLE: Director, producer, script writer, sound design in collaboration outside creative partner.
SCOPE: Full Tilt Ski Boots owned a strong corner of the market as a freestyle boot. It’s brand identity is steeped in park and pipe skiing. But in order to service the growing demand for tech-compatible hybrid boots, Full Tilt saw an opportunity to enter the space and new category; However, it needed to resonate with existing customers while attracting new ones as well. By choosing a slightly older brand ambassador, diverging from the typical setting for Full Tilt creative, and careful scripting, Will was able to bridge the gap to define the use case, excite and cross-sell to existing brand evangelists, and convert new consumers.