One of my major initiatives as the Head of Outerwear at Spyder was to showcase premium, technical garments made specifically for women. Not the pink snowsuits or the fur-trimmed, studded luxury jackets of the fashion set, but the truly innovative and durable kits we designed for the rigors of the Women who ski like their lives revolve around it...because they do.
concept & execution
I partnered with the Women's Marketing Manager to create a campaign that showcased the toughness of Spyder's female athletes. What they endured in their rise to the top of their sport. What they demanded out of their gear. How they felt as Women in a historically male-dominated arena.
The concept of "Rising" above the odds, above the clouds, above the expectations of others was something I pitched as the theme of the campaign. This concept is part of Spyder's DNA, but marketing was traditionally focused on a heady and adrenaline-filled image of Men racing cars, skis, and other testosterone-fueled pursuits. We decided to showcase our female athletes as pillars of strength. Confident, resourceful, and resilient in the face of everything they endured on their rise to the top. We also chose to feature them with their families, an intrinsic part of who they are as athletes and as women. The execution was intended to be a contrast to Spyder's traditional marketing videos and images, but no less dynamic for its softness.
All photography and videography was performed by the marketing team. I was involved as the expert on styling and showcasing the gear, as well as ensuring that the direction of the campaign was adhered to.