TAOS SKI VALLEY
UNTAMED SPIRITS
Role
Lead copywriter
Touchpoints
Concepting, campaign development, copywriting, storyboarding
Challenge
As one of the last independent ski areas in the U.S., Taos Ski Valley faced a delicate challenge ahead of a new era: how to embrace new, large-scale development without losing the heritage + mystique it was built upon.
Solution
Working with the Origin creative team, Taos stakeholders + the local community, I helped shape a brand identity rooted in soul + sincerity. It was supported by the Untamed Spirits campaign, a 9-part story-driven series celebrating the mountain’s artistic culture, spiritual character + adventurous essence through the lens of those who cherish it.
Results
Untamed Spirits was recognized by the National Ski Area Association as the best overall marketing campaign in 2016 and successfully elevated Taos Ski Valley’s unique positioning, resonating with both longtime patrons + new visitors.
“Once this mountain grabs you, you can’t escape it. Taos has a spirit. It makes you feel something…deeper. More powerful. It doesn’t matter where you come from. If you’re here, you’re one of us. There’s a story—a secret—behind every tree and rock and person you meet..”
Reveal it. The untamed spirit of Taos Ski Valley.
