Multi channel campaign highlighting the importance of avalanche safety. The goals of this project were to share Backcountry’s expertise by highlighting and marketing select avalanche rescue gear while also conveying the seriousness of the subject and importance of being prepared. To do this we told the story by having a few backcountry employees spend a day with the Utah Avalanche Center in the backcountry, practicing some avy skills. The mood of the photography was critical to telling this story, striking a balance between emphasizing the seriousness of the topic but not being overly dour. To connect the storytelling imagery with the product imagery on site, select products were shot in studio on an enlarged darkened avalanche map.

For this project I developed the concept, art directed and worked with the team to execute the on location and studio shoots, and designed the site experience, social stories, and emails.

Instagram Story:

Site Experience:

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Avalanche Safety