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