All Projects Jay Peak

But Did You Die

The Project

A bold, irreverent campaign for Jay Peak Resort that celebrated the thrill-seeking culture of their core skier audience, people who don't just want a vacation, they want a story.

What We Were Solving

Jay Peak sits in a crowded ski resort market. Every competitor was running the same aspirational powder-day photography. We needed something that would feel like it came from the skiers themselves, not a marketing team.

How We Got There

"But Did You Die" leaned into the wry humor of ski culture: the bragging rights, the near-misses, the après-ski stories. The visual language was raw, immediate, and felt like it was captured on the mountain, not in a studio.

★
AAF San Francisco Bay Area
ADDY Student Gold Award
Art Direction Campaign
Jay Peak OOH ads
Jay Peak billboard ads
Jay Peak window ads
Jay Peak team
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