THE POWER OF PRECISION
We developed the positioning, concept, and creative direction for the Cortex Zonal BOA boot launch—crafting a campaign that not only introduced the world to this double BOA system but redefined how K2 tells the story of fit, control, and performance. Our approach centered around the notion of intuition—the idea that only YOU know the perfect fit, and now, with cutting-edge technology at your fingertips, you have the power to control it instantly. Inspired by Cortex, a concept of internal knowledge, heightened awareness, and seamless precision, we brought this vision to life through a bold, design-driven narrative.
SERVICES:
Concept Development
Creative Direction
Project Management
Design Direction
Production
Post-Production
CGI & MGFX
FROM THE FACTORY TO YOUR FEET: THE HERO FILM
Our hero commercial takes viewers on a journey—from the heart of Italian craftsmanship at the K2 factory in Asolo, to the mountains of Chile where the global team puts the boot to the test. The film seamlessly connects the artistry of construction to the precision of performance, culminating in the moment where athletes lock in, dial up, and rip.
Voiceover plays a crucial role—unexpectedly soft, female, ASMR-like, drawing the viewer into the abstract, cortex-inspired concept, blending K2’s North American brand voice with a fresh, elevated execution.
SOCIAL-FIRST STORYTELLING
We built a comprehensive social rollout, creating dynamic, high-impact assets tailored for web, social, retail, and PR touch points. This included:
Custom rider cutdowns for three K2 athletes, optimized for paid media and organic rider-driven content.
A consistent visual design system, ensuring the Cortex theme was seamlessly integrated across all platforms.
A FULLY IMMERSIVE EXPERIENCE
To ensure authenticity, we directed and produced the photo and video shoot at the K2 factory in Italy, embedding the craftsmanship process and the Italian location into the campaign’s DNA. We then briefed the K2 media team videographers and photographers traveling with the athletes, shot-by-shot to ensure their on-mountain footage seamlessly aligned with our larger campaign vision.
This was more than a product launch—it was a statement on control, precision, and performance. The Cortex Zonal BOA boot is here, and it’s ready to be dialed in.
ELEVATING TECH THROUGH CGI & DESIGN
We used premium CGI to deconstruct the boot, offering an X-ray, behind-the-scenes view of how the double BOA system works. This tech storytelling was further enhanced by motion graphics and design layers, integrating Cortex-inspired visuals to give the campaign a distinct, forward-thinking aesthetic.
