Leveraging a Legend

Ahead of winter ‘22-23, I spearheaded the creation of the Ikon Pass “Do Yewww!” campaign TV commercial. We built a fun story around ski celebrity Glen Plake and shot the piece over the course of an overnight shoot in downtown Los Angeles and an on-location shoot at Mammoth Mountain. The finished product aired in 12 national markets and helped drive a 15% lift in YOY pass sales.