NEVERNOT Snowboarding
A 2 year editorial journey into the Olympics
In an industry where content is king it was crucial to deliver best in class content across all channels including through live premieres. By building out a 12 week journey of content to launch our FA14 season, into the Winter Olympics, we were ahead of a key sport moment in terms of building athlete profiles for the mainstream whilst remaining true to the core audience,.
Never Not was a two part film with 12 athletes, content across multi channels, filmed across Europe, North America, Japan and Russia.
Multi Award winning
Across the season, Nevernot won multilple awards including:
Video of the Year
Backcountry Video part of the Year (Gigi Ruf)
Rail Rider of the Year (Halldor Helgason)
Documentary of the year Nevernot Part 2.
The Journey
This meant everything from scripting product athletes would be in 18 months out to building engaging consumer facing events to media opportunities.
Creative Direction
The whole project was pulled together with the fine touch of Natas Kapuas one of skateboardings legends who gave Nike Snowboarding a look and feel throughout the 18 month journey.
Alongside these sports moments I was also responsible for overseeing the development of our presence at key industry moments for driving the wholesale business such as ISPO, SIA and OR. We also ensured these moments became brand moments and not purely order taking moments.