SMARTWOOL
Role: Creative Direction. Concept. Copywriting.
Key Deliverables: Content Film & Editorial/Blog
I brought an extra layer to what could have been just another typical ambassador story. After meeting with Ben and discovering more about his passion for environmental causes & painting, I presented him the concept of creating an original painting during the filming, which could then be auctioned online, with proceeds donated to Protect Our Winters, a charity close to Ben's heart. This addition to the narrative reflected Ben's core values and united Smartwool’s broader winter sports audience around a common goal of safeguarding winters. The film became Smartwool’s most viewed content of the season & the online auction received +200 bids, creating valuable donations for Protect Our Winters.
CONTENT FILM: COMFORT & CHAOS
EDITORIAL
The idea of auctioning the painting from the film for a winter charity, embodies my approach of going the extra mile when working with brands & ambassadors to smartly maximize engagement & budgets.
CREDITS:
CREATIVE STRATEGY: Neil Frisby
CONCEPT & COPYWRITING: Neil Frisby
ART DIRECTON: William Watcher
DIRECTOR & PHOTOGRAPHER: Julian Thomas