The snowmobile industry had become a mindless-marketing arms race. Our new machine has XYZ. Oh yeah? Well our machine has XYZ and ABC. Boom! After years of declining sales, our clients warmed to the notion that short-term product news did nothing for long-term brand loyalty. So we created an emotional connection with riders—tapping into the quintessential riding moments they dream of and can realize (i.e. “See”) on a Polaris. The campaign is going on its fourth year with sales at a 10-year high.  

Role: Creative Director