The Axamer Lizum ski resort approached us with a brief to create a campaign aiming at the large student population in and around Innsbruck/ Tyrol. The ski resort is not for beginners, it is steep and set against the spectacular backdrop of the Kalkkögel, offering a wide range of freeride routes. We proposed to come up with a story and scribbled a set of film vignettes (seen below) that would get them noticed in the student community.
Our hairy campaign concept aims at thrill-seeking students. A series of daring vignettes suggest this is a resort for hard nuts, players and the brave. We photographed the stills campaign alongside the film shoot to guarantee a cohesive look & feel for all imagery. Axamer Lizum offers over 50 freeride routes that want to be discovered, a ski resort that wants to be tamed. Bold and confident the Lizum addresses any reluctant viewer “Are you wild enough?”