Solitude Mountain

Skiing is in a weird place. Mega resorts are trying to become theme parks, extracting as much attention and money as possible from every skier. They’re putting pressure on riders to stay the night, spend an afternoon in the spa, and even go shopping to “get the most out of” their time on the mountain. 

At the same time, younger generations of powder hounds are adopting the practice of “sessioning,” dropping by for a few runs on their way to a late morning meeting or ducking out at lunch to take advantage of a mid-week powder day. Solitude sees that these skiers don’t want to go to Disney World, but spend time on the slopes with their friends. 

No matter your skill, your gear, or your schedule, Solitude wants you to Just Get Here. 

The campaign puts as much emphasis on down time in the parking lot and goofing off on the lift as it does the classic shots of knee deep powder and steep chutes. The result is a casual cool that is way more in line with a new generation of riders.