Findley Merritt

Santa Barbara wanted extension pieces for their “Miss Nothing” campaign. The campaign built around the idea that luxury, in an overused form, feels outdated and stale. They wanted pieces that sold luxury in a refreshing way.

Alongside an Art Director, we concepted and created extension pieces for this campaign, including samples for print and billboard ads. These pieces explored luxury from an approachable angle, one that treads the line of mountain bike meets spa evening.

Solitude Mountain Resort is a smaller ski resort tucked aside larger spots like Alta and Park City. They wanted a winter campaign that leaned into their family-friendly and local atmosphere, where fewer crowds mean untracked snow for days. This overarching campaign would roll into print ads, banner ads, trail maps and more. 

We pitched three concept directions that explored how skiers felt and what they experienced at Solitude. 

We thought about the welcomed silence and subsequent sounds of Solitude. Or, we thought about skiing as a form of zen, almost like yoga. The latter concept won.