Figment Campaign Launch

Objective behind this project was to introduce a new freeride inspired ski shell program to the product line. The campaign objectives were to inform the customer why we created this line, what it’s designed for, and why we named it figment.

Ideation

It’s the figments of your imagination that inspire the lines you’ll always remember.

This line pulled from the project brief defined the direction for this project. I wanted to play with our perceptions in a dream state. The idea was to incorporate a double exposure to showcase the ski lines we dream of and how we see them in our minds.

Creative Direction, Art Direction

Designers: Benn Dodd, Kristen Lovelace

DP, Producer: Jill Garreffi

Launch Video

Found an opportunity to fill a heli in AK and sent product samples and athletes to capture the freeride vibes we outlined in the project scope. Trip proved to be a successful mission for the majority of the project.

Social

Captured all production on heli ski trip in AK the spring before launch. Worked with 3 athletes/ambassadors with deep connections with the Stio. I wanted to be able to create content launches around each athlete for the product launch.

Landing Page

Built a landing page that housed the launch video, lifestyle photography about the unique aspects of the styles and on model product photography shot in black to match the dream state of the entire project..