Jay Peak Winter 18/19 Campaign

We’re us, because you’re you.

The concept behind the “We’re us because you’re you” campaign came from the idea that by choosing to ski or work at Jay, it says something about you— and Jay is grateful for the people who want to be apart of their culture. The insight that Jay’s character and values are a direct result of the people that operate and visit the resort is at the heart of the campaign concept. We understood that this resort wouldn't be what it is without the community behind it. Jay Peak has and continues to be, defined by its people. This campaign is a thank you to the dedicated fans and loyal staff.

And that, we are grateful. For you, we stay true to ourselves.

We’re us, because you’re you.

Visual Storytelling

In order to bring this campaign to life, we captured the faces of Jay Peak. We rallied visitor and employees alike to take part in our campaign. Each photo was shot to showcase an intimate connection between the people of Jay and the camera. The images were raw and showed the true character of each person—frozen snot and all. Graphics and typography helped tell the stories of jay, but were meant to be subtle to ensure that they didn’t interfere with the intensity of the photograph. We then infused a sense of place into each photograph whether it be mountain, chairlift or waterpark in order to make a deeper connection with the resort.

The copywriting consisted of thank you’s that called out the unique personalities of the employees and guests of the resort. Some talked more about personal and specific characteristics while other spoke about more general qualities.

The landing page was home to the campaign and where it all came to life. We showcased our portraits. On the LP and via social we invited the community to nominate exceptional Jay Peakers. Every week Jay selected a submission and provided a personal thank you via social.

Animation and iconography added a whimsical touch and the hover states on each photograph revealed deeper stories about each person. We also weaved some tactical messaging in order to drive sales on lodging and ticket sales. I was responsible for art direction, UX and visual design.

View landing page.

Desktop Design