Beaver Creek

WINTER AD CAMPAIGN

Beaver Creek was looking to refresh their brand for the 2011 – 12 winter season and step away from their long-established look and feel, lovingly referred to internally as “The Shire.” As Beaver Creek’s agency of record, Genesis planned and executed a five-day photoshoot at the end of the 2010 –11 season, working with photographer Brian Bailey and Vail Resorts in-house photographer.

Our goal with the photography and the campaign was to bring visual warmth to images that celebrated a winter experience not available anywhere else in the world and live up to their tagline and mission statement: “Not Exactly Roughing It.” Three ad concepts were developed as part of the rebranding work: crafting a rich shadow box of memories, a luxurious experience and “The Art of…” campaign, a clean white look close to the previous approach. The clean and uncomplicated approach of the art of campaign won the day and was launched for the 2011 –12 season.

STUDIO: Genesis
ROLE: Senior Art Director
PRIMARY PHOTOGRAPHY: Brian Bailey

A behind-the-scenes look at the photoshoot.