Freestyle Canada

Take Flight

Launching the brand narrative to new heights

In partnership with the agency who had recently rebranded Freestyle Canada, Dot Dot Dash was asked to develop an anthemic video and series of photographic assets to help support the launch of the new brand.

Olympic and X-Games medal-winning athletes take to the skies in the campaign that was shot in Whistler, Quebec, Saas Fee and Zermatt (Switzerland). The piece features skiers from all four Freestyle disciplines following the intense training, and often huge risks, undertaken by these athletes as they work towards their ambition of taking flight.

Pull

Coming into the project with a pre-ordained tagline and an otherwise blank slate, our role was to deliver epic beauty with extreme efficiency; maximizing outputs and delivering world-class visual storytelling.

Push

We reframed the athletes. imagined them as wild animals, born in nature and destined to fly.

Connect

And through this raw, visceral approach we created a suite of assets that have helped to launch the new brand across all of Freestyle Canada's channels.

What we delivered

Creative Development
Video
Photography

Awards

Show
Accolade
Year
Project
Communications Arts, Photography Annual
Award of Excellence
2017
Take Flight
Applied Arts, Photography and Illustration Awards
Award of Excellence: Motion
2017
Take Flight