ski athlete sean pettit camping in glacial cave

MHW ‘Remain Wild’

Showcasing the creative minds of mountain athletes.

+ Brand Activation Concept
+ Visual Identity & Copywriting
+ Low-impact Event Design & Marketing
+ Art Direction
+ Graphic Design
+ Kinetic Product Installation Design

Working with a small crew at my old agency, I led the creative concept and art direction from start to finish, collaborating directly with the brand partners, their athletes and the creatives behind the campaign shoots.

Early on, MHW told us that their athletes all had creative practices of their own, which spawned a small idea that grew into a full mountain resort takeover to showcase their unique talents in ways that wouldn’t have been recognised before. I know that MHW truly live and breathe contemporary snow culture, so it was all about showing up with tonnes of personality and creating brand loyalty through genuine community validation.

Photo credits - Cole Barash, Melissa Riitano
Film credits - 500 Motors, Ted Borland

CONCEPT

We wanted to immerse audiences in the culture that runs authentically through the MHW brand, celebrating personality over product.

The Mythogen™ Pro is ‘Engineered for Wild Adaptation’.

We invited MHW ambassadors to demonstrate their unique perspectives on what it means to spend time truly wild in the mountains. Taking over Brighton ski resort, we produced 3 creative spaces;

1 - Mountain-top ‘Listening Lounge’ curated by Sean Pettit

2 - GORE-TEX demo installation & film screening tent

3 - MHW creatives exhibition + local ski shop after-party

To respect the mountains, I designed through a “Leave No Trace” mentality - reducing bespoke production build in favour of rented equipment, natural repurposed material, creative minimalism and multi-sensory ambience.

Immersive athlete experience.

We invited MHW athlete Sean Pettit to create a curated installation, layering hand-built snow sculpture with immersive soundscapes and tea rituals to showcase his unique perspective on wild mountain life.

A second tent offered a brand immersion through kinetic installations, gear demos, athlete meets and film screenings to invite skiers into the culture of Mountain Hardwear.

Creative community exhibition.

The final layer of our story - the photographers and filmers who bring MHW stories to life.

We gathered the snow community at Brighton’s EVO store for a blowout after-party whilst showcasing creative work by Jake Price & Cole Barash that reveals the wild life, as seen through the lens.

Event Identity + Marketing

To promote the events I leaned into a minimal and discreet visual language in order to create a sense of anticipation, drip-feeding information about dates and location.

All printed elements were kept to a minimum, instead favouring ephemeral guerilla tactics such as chalk stencilling and snow printing to create a stir in the ski resort.

Creative Contributions

I really wanted the unique perspectives of Mountain Hardwear ambassadors to shine through in our creative spaces, and so worked directly with each of them to co-curate visual ideas and ways of presenting their artistic practices authentically.

wooden soundsystem sculpture in tent at ski resort

wooden sculpture process shown at timber yard

Sean Pettit x Mycoaudio
Bespoke MHW sculptural soundsystem for listening lounge and exhibition after party.

small clip of a ski film called endorphin by manon loschi

ENDORPHIN
A ski film by MHW athlete Manon Loschi & Hunter Paull.

Video premiere in mountain tent installation.

photo exhibition at evo ski shop in brighton for mountain hardwear

Cole Barash x Mountain Hardwear
Bespoke exhibition of mountain lifestyle film photography.

tv screen installation playing a film by 500 motors for mountain hardwear

500 Motors x MHW Mythogen™
Unique split-screen re-edit of campaign footage.