Ikon pass x the snow report
role: copywriter / creative lead
For Spring 21, I led the creation and execution of a 4-part video series with endemic ski personality Halley O'Brien at The Snow Report.
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Four fun, engaging game show-esque concepts that educated viewers on the benefits of our ski pass product, showcased our diverse mountain community, and gave them the opportunity to win some sweet swag, including passes for the 21/22 season.
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• ep 1: what’s in the bag?
• ep 2: say what!?
• ep 3: whose bag is this?
• ep 1: who am I?
ep one: what’s in the bag?
Kicking off the series, we packed a branded Ikon Pass backpack with swag that highlighted the unique characteristics and experiences
inherent in our diverse range of mountain resorts. For each item in the bag, Halley guesses the destination that it’s from.
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Tone: fun, inspirational, educational.
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Role: concept, swag selection, setup copy, supporting tone sheet.
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Ikon Pass content really starts at 3:15ish.
ep two: say what!?
Showcasing our diverse, unique mountain community, we had real people read regionally focused copy.
Upon listening to each VO, Halley guesses where that individual is from.
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Tone: fun, humourous, inspirational, educational.
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Role: concept, regional copy, VO coordination, episode setup copy, supporting tone sheet.
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Ikon Pass content really starts at 3:10ish.
ep three: who’s bag is this?
Partnering with the biggest name in US Skiing, Mikaela Shiffrin, we packed another Ikon Pass branded travel bag with items unique to her.
With the bag unloaded, Halley guesses who packed it and hops on the phone with Mikaela to talk about her own personal brand of stoke.
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Tone: fun, aspirational, surprising, stoked.
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Role: concept, regional copy, VO coordination, episode setup copy, supporting tone sheet.
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Ikon Pass content really starts at 2:14ish.
ep four: who am i?
Another audio based execution that showcased our diverse, unique mountain community, we had real people read copy built around ski slang.
Upon listening to each VO, Halley guesses what ski persona that individual is.
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Tone: fun, humourous, inspirational, stoked.
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Role: concept, persona copy, VO coordination, episode setup copy, supporting tone sheet.
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Ikon Pass content really starts at 2:52ish.
