This Is Aspen is a multi-season brand platform built to capture the soul of Aspen Snowmass across all four mountains. As part of the central creative team, I helped develop campaign messaging and storytelling that celebrates our four mountain personalities while unifying them under one voice. The work spans paid media, hero videos (an ode for each mountain, and an overarching edit), alongside family-centered storytelling for Snowmass and a dedicated campaign spotlighting Ski & Snowboard School Pros. 

Campaign copy was carried thoughtfully across email and web journeys, UX and app strategy, and in-resort touchpoints, creating a cohesive experience from planning to après. Rooted in the idea that every run has a story, the campaign balances legacy and progression, inviting guests to belong rather than observe. Launched as the 2025–2026 winter campaign, This Is Aspen is designed to evolve across seasons, extending into summer and deepening next winter through richer narrative and long-term brand building.