How do you celebrate the heritage of ski racing while also pulling in fans who know nothing about the sport?

For the 2023 and 2024 Audi FIS Ski World Cup races in Aspen (yes, back-to-back years), we answered that through event marketing and storytelling that honored tradition while making the energy feel fresh and accessible. I owned all editorial for the race-week print inserts in partnership with the Aspen Daily News, shaping community stories, athlete features, and scripts—including “The Story of America’s Downhill,” which played on-screen during the event.

In 2024, we launched a community poster contest inspired by Bauhaus design and vintage World Cup artwork, giving local artists a spotlight and adding a creative pulse to race week. I also partnered with Nova Sky Stories to write the narrative script for the drone show` that lit up Wagner Park. My first, and hopefully not last, drone show.

Reports: 2023 | 2024