Our challenge was to appeal to an affluent audience by presenting the town of Vail in a truly unique way.

We took a global approach to production by bringing together artists, actors and crew from from Russia, Sri Lanka, America, Australia, Columbia and Brazil to not only give the campaign a sophisticated feel, but to also reflect the guests who make Vail a truly International destination.

And lucky for us, Vail doesn’t look like any other mountain town in North America. It wasn’t built from a mining camp, railroad stop or cowboy hideout. It was purpose built as a high-end, European ski destination nestled in the Rocky’s. With that ethos comes a sense of style, romance, fashion, play, achievement and self-actualization. Our campaign unapologetically leans into this heritage and positions Vail as a singular destination in the U.S. that’s not afraid to push into the surreal, the fantastical, and dream-like space of romantic escapism.

This campaign changes the well-worn hiking, biking, smiling family-of-four visual narrative of the mountain travel and tourism category. It’s a shift that blends style and fashion with an iconic destination, with one very important purpose. It’s a reminder to enjoy life, and do it now.

THE TEAM:
Client: Vail Local Marketing District
Marketing Specialist: Liz Gladitsch
Economic Development Director: Mia Vlaar
VLMD Board

Agency: Cactus
CCO: Norm Shearer
ECD: Brian Watson
Senior Creative Director: Jeff Strahl
ACD / Art Director: Matt Chiabotti
Senior Art Director: Kay Borleis
Senior Art Director: Spencer Beurle
Copywriter: Kelley Bode
Junior Writer: Sam Herriges
VP, Account Leadership: Ainslie Fortune
Senior Account Manager: Heather Vazza
Account Manager: Lauren Scutt
Senior Project Manager: Helen Shabinsky
Project Manager: Jordan Leet
Production Director: Brooke Woodruff
Executive Producer: Martha Douglas
Executive Producer: Erin BonSalle
Senior Producer: Carol Williams
Print Producer: Raven Checkush
Production Design Manager: Stephen Hausrath
Editorial: Jackson Smith
Editorial / Colorist: Herman Nieuwoudt

Production Company: Naked City
Director: Brent Bonacorso
DP: Nic Restrepo
DP / Drone Pilot: Robert McEnaney
EP: Mark Sitley & David Schmidt
Line Producer: Danny Taff
Editorial: Jack Pyland
Flame Artist: Nic Seresin
FX Editorial: Christopher Broe
Color: Stuart Wheeler @ No.1 Color

Music: Q Department
Senior Producer: Jon Mackey
Creative Director: Zack Rice

Photographer: Nikolay Tikhomirov
Photographer: Caroline Miller
Photographer: Caitlin Fullam
Photographer: Jack Affleck
Digital Artist: Cream Studios
Parallax: Creyety