FRESH TRACKS FOR AN ICONIC BRAND
Smith Optics has spent 60 years building a reputation for high quality, innovative, mountain products. Despite their strong core following, they saw an opportunity unfolding: a chance to introduce the brand to the next generation. For the 23/24 season, I helped create a go-to-market campaign that expresses the soul of Smith, while connecting with a new, younger audience.
SMITH
OPTICS:
We Run Cold
THROUGH THE ATHLETE’S LENS
Keep the core hot, and nothing is more real than a team of athletes who believe in a product. I collaborated with brand team riders around the globe to create still and video content in each athlete’s unique POV and style.
Campaign assets lit up every touch point—from Smith’s owned channels, to paid athlete/earned media, as well as retail executions. The result was consistent, personal, and powerful.
MY CONTRIBUTION:
Creative & Art Direction:
Campaign Development, Scripts & Storyboards, Video & Photo direction on set. GTM strategy collaborator.
Design:
Key Visuals, Style Frames, Typography & Graphics
AGENCY:
NEMO Design