the Artist Series
e-commerce | Retail
evo
Creative Producer
Often the sea of action sports and outdoor marketing is much of the same - an action shot accompanied by copy you’ve seen on a million ads before. Frustrated by this stagnant direction that did nothing to showcase the reason people love these spaces, the ski buyer and I put our heads together to come up with something different. She brought up the brand Coalition and the work they’re doing to make action sports equitable and together we came up with the idea of the Artist Series — to show a different side of the world many like us had fallen in love with.
What came after was the development of one of evo’s most popular evergreen campaigns, whose format is still being used to this day. It also created a space to show how prevalent art is in a space that can often feel inaccessible.
The Process
After we established how this concept could come to life, I presented it to the marketing team. From there I partnered with buyers to identify products that we could elevate in this space, those that had partnered with artists for their limited release and could be showcased in this space. I pulled all products and built the concept for our creative director to start building the look and feel of the campaign. I reached out to all companies and featured artists, identifying key shots we needed to run this campaign.