JOY, The Women’s Ski

Creative, Design, Photo and Video Direction.

HEAD’s JOY ski collection relaunched in winter 23/24 with major updates, I was briefed with leading the development of a new campaign for the new collection.

“The Women’s Ski” was the campaign I led the team in creating. HEAD is one of the only ski manufacturers that builds a unique women’s line, and this campaign celebrates that. Unapologetic and bold but not cliché or overly feminine, the campaign features former HEAD race athlete Anna Veith, who helped to create the new collection and who we worked with to deliver the campaign.

Campaign hero film featuring Anna Veith.

I worked on this campaign as part of the HEAD LDN Creative Studio. I was responsible for developing the initial concepts and pitching them to stakeholders. Throughout I directed the creative, ensuring consistency in all applications from key visuals and sales tools through to films and social media content.

Designer: Tyler Ayers, HEAD LDN Creative
Production Partner: Trunk Studio
Photographer: Mirja Geh
Shoot Location: Kitzsteinhorn, Austria

Joe Troman