A ski resort campaign that goes beyond. Far beyond.

With a host of world-class infrastructure upgrades in place, a new summit gondola experience online, and a fast-growing reputation as a one of North America’s leading mountain destinations, Montana’s Big Sky Resort needed a campaign that would speak to the unique blend of innovation, sophistication and raw wildness that sets them apart.

Cable car in front of a sunlit snowy mountain.

Cable car ascending snowy mountain under clear blue sky.

Challenge

Mountain resorts tend to fall in one of two categories: They’re rugged, or they’re refined. But with nearly 6,000 acres of mountainous Montana terrain and the elevated amenities you’d expect of a top tier luxury resort, Big Sky offers both the rugged and the refined. Our challenge was to find a way to showcase both qualities, without allowing one to overshadow the other.

Snowy mountain slopes and blue ski gondolas against a geometric modern building facade.

Person standing under blue-lit shower, water droplets falling.

Woman in pool, another sitting in sauna.

Dark interior with glowing blue seats and lighting accents.

Solution

By positioning Big Sky as the resort that relentlessly pushes the boundaries of innovation, terrain, and overall guest experience, we were able to showcase the incredible quality of amenities and experiences, while connecting Big Sky’s quest for excellence to the mindset that drives their discerning guests. Even better, this approach offers tremendous flexibility to speak to the resort’s diversity of offerings, from luxury lodging to fine dining to lift infrastructure and more.

Collage of black and white slides, one with a person in fog.

Creative approach

Compelling creative often lives in the tension between two seemingly opposite qualities. In the case of Big Sky, those disparate qualities are the brand’s elevated sophistication, set against the rugged Montana landscape and the sense of adventure it holds. By leveraging a clean, crisp design aesthetic and inlay imagery, we were able to bring this tension front and centre, demonstrating how Big Sky’s superior infrastructure and amenities create incredible opportunities for guests to experience the rugged Montana beauty that lives at the heart of the reason people flock to these mountains.