We unboomerized snowmobiling
Design / Photo
Ski-doo, BRP
2024
Ski-doo, BRP, 2024
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Ski-Doo is one of the most celebrated Québécois brands in history. But the inventors of the snowmobile needed to reaffirm their role as trailblazers in the industry.
Challenge
We had to bring back the brand’s original edge to help it stand out in an increasingly uniform market. More than anything, we needed to bring emotion back into the brand and move away from just product attributes to truly do justice to the slogan "That Ski-Doo Feeling".
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Idea 1
Motorsports have a strong visual identity. Snowboarding has a strong visual identity. Yet Ski-Doo, positioned at the crossroads of both, didn’t.
So we created one by blending the codes of motorsports and snowboarding with Ski-Doo’s heritage, crafting a bold new aesthetic for the brand.
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Idea 2
We always loved the humour and quirkiness of retro Ski-Doo ads, so we thought we’d bring some of that back, and incorporate it into the 2025 launch film. It was also a chance to take Ski-Doo’s ambassadors’ helmets off and let their personalities shine beyond their riding skills.
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Credits :
Creative : Collection
Account managing and production : Marie-Hélène McCormack
Production for Doo Studio : Marie-Christine Côté, Joëlle Binet, Nathalie Norambuena
Production for Arcade Motion : Shin Campos
Direction, brand film : Anton du Preez
DOP, brand film: Alexandre Nour
Direction, campaign videos : Leo Hoorn
Photography : Aaron Blatt, Jeff Keenan
AD : Stu Andrews
Cam operation : Gabe Langlois
Cam assistance : Joël Barrow, Blake Davey
Grip : Owen Meelker
On-Sled Grip : Pascal Gallant
Gaffing : Phoenix Simon
Sound Recording : Kevin Dewar
PA : Chris Brown
DIT : Alim Sabir
Editing : Alex Miglierina
Original Score, Sound Design and Mix : Supersavant
Color Grading : Steven Mercier for Post Moderne
Pro Riders : Carl Kuster, Carver Kuster, Craig McMorris, Nadine Overwater, MJ Thompson, Adam Renheim, Charles Gagné, Sarah-Kim Villeneuve, Ramona Johansen, Jay Mentaberry, Lisa Granden, Troy Oleson, Lee Messom, Donnie Jenkins
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