In collaboration with Hovercraft Studio, I served as Creative Director, leading a team of five to evolve and bring Palisades Tahoe’s seasonal brand campaign to life.

Building on our “Love Makes You Do Crazy Things” platform, we developed a comprehensive campaign playbook designed to give the brand a clear, cohesive system across the multiple seasons. The work spanned campaign strategy and messaging, creative direction, visual language, audience personas, and guidance for bringing the idea to life across advertising, digital, social, on-mountain experiences, and other key touch-points.

Alongside the core campaign, we created a Partnership Playbook that extended the platform into collaborations, sponsorships, and brand partnerships, providing a flexible framework for outside partners to participate in the Palisades Tahoe world without losing the character and consistency of the campaign.

The result was more than a seasonal campaign: it was a scalable creative system built to help internal teams, agency partners, and collaborators consistently express what makes Palisades Tahoe distinct.

Agency Partner: Hovercraft Studio