Project: K2 Snowboarding PNW Ad Campaign – Layout & Design
For the 2012/13 season, K2 Snowboarding celebrated its 25th anniversary with a campaign designed to honor its roots in the Pacific Northwest, where the brand was born. To bring this vision to life, K2 rented a house near Mt. Baker for the winter, creating a hub for the entire team to gather, ride, and create. A full-time photographer was embedded in the house to capture authentic, on-location imagery throughout the season.
Every photo used in the campaign was shot in the Pacific Northwest, with Mt. Baker serving as the primary backdrop. To further emphasize this connection, I sifted through gigabytes of imagery, pulling textures and details of local trees, moss, and foliage to create layered, organic backgrounds. These natural elements were integrated into the edges of each layout, ensuring that every ad was unique and unmistakably representative of the Northwest’s lush, overgrown landscape of moss-covered evergreens and ferns.
The result was a cohesive campaign with a distinct sense of place—visually separating it from regions like the Rockies, Northeast, or Europe—and successfully paying tribute to the landscape and community that shaped the K2 brand.