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.
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.
"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.
