Role: Creative Direction. Content Strategy. Copywriting.
Campaign concept that helped Canada’s largest outdoor online retailer inspire adventurers to gear up after lockdown (SPOILER ALERT: Includes an innovative content strategy that delivered best ever engagement rates)
Key Deliverables: Omni-channel seasonal/brand campaign. Social & site assets. Content films
A year of covid lockdowns gave us all a new appreciation for nature & outdoor adventures, so I created the campaign theme NEW FOUND RESPECT FOR SUMMER.
It was the first time Altitude Sports had integrated a campaign theme (other than just a ‘photo & logo’.) resulting in their most successful ever engagement rates as we asked consumers what they’d discovered a new found respect for.
BRAND FILM - NEW FOUND RESPECT FOR SUMMER
Insta Carousel example:
Insta Stories example:
Examples of how the campaign theme & headline adaptability created consistency across website, category & product pages
CONTENT CAMPAIGN
“MY NEW FOUND RESPECT FOR _?_ “
A series of monthly films asked multi-disciplinary Canadian image makers with a passion for the outdoors to tell their personal story of what they’d discovered a new found respect for this summer. It became Altitude Sports’ most viewed Instagram content, achieving their largest ever engagement rates.
MY NEW FOUND RESPECT for taking care
By FLORENCE RIVEST, ILLUSTRATOR reflecting that post-lockdown, as we all turn to nature to heal ourselves, who takes care of it in return?
MY NEW FOUND RESPECT for running
By SEB CAMDEN MOTION DESIGNER recounting how he developed a new post-lockdown relationship to wearables…
CREDITS:
CREATIVE DIRECTION: Neil Frisby
CONCEPT & COPYWRITING: Neil Frisby
ART DIRECTON: William Watcher
PHOTOGRAPHY & ON-SET DIRECTION (BRAND CAMPAIGN): Super Bonjour with Mathieu Fortin
BRAND FILM EDITING & MOTION DESIGN: Baillat Studios