Snow Peak
Snow Peak is a Japanese camping brand that makes heirloom-quality gear and apparel.
The objective was to re-position Snow Peak’s sponsored brand videos to resonate with an American audience while differentiating Snow Peak from knock-off competitors. The goal was to clearly demonstrate why Snow Peak’s products are worth the investment despite cheaper alternatives being available for 80% less.
Currently, Snow Peak’s product videos emphasize setup rather than highlighting the superior features and benefits that set their products apart. These videos also suffer from excessive cross-selling, lack focus on individual products, and fall short in production quality, coming across as slightly awkward.
Our approach focused on showcasing the exceptional craftsmanship of Snow Peak’s products and highlighting their unique brand differentiator—modularity. By emphasizing these aspects, we aimed to communicate the value and quality that justify the premium price point.
Scope: Strategy, Art Direction
Video Director & Editor: Casey Hyer
Being efficient & effective.
A mix of the studio for details to show the craftsmanship and some lifestyle shots to show the functional aspect of these products to make these products feel more premium.
We built a storyboard that can be templated so that production for all other products can use this same timeline, making everything more streamlined.
