Project: K2 Snowboarding – Seek & Enjoy Campaign (Year 2)
In the second year of the Seek & Enjoy campaign, we centered the creative direction around the theme of snowboard road trips—highlighting the spirit of adventure and the authentic experiences shared by the K2 team. The advertising approach leaned into simplicity, showcasing candid moments of the team enjoying the product in real-world settings. Each visual was carefully paired with the season’s color palette and featured gear to create a cohesive look across the campaign.
Many of the featured images were captured during a cross-country team road trip organized specifically for the campaign, bringing genuine storytelling and energy to the visuals. The journey was further brought to life through an 80-page zine and an accompanying video, both of which served to extend the campaign narrative and reinforce the brand’s connection to exploration and fun on the mountain.