Responses by Alex Rice, creative director, TDA_Boulder
Background: We created this thirty-second spot to get families and weekend warriors to realize the importance of stepping away from social media and games like Fortnite to enjoy the outdoors. Copper Mountain is a fantastic resort that Coloradans know and love. We want to spread the word beyond the great state of Colorado, and let skiers and riders know that if Copper Mountain isn’t already on your radar, it should be.
Reasoning: We wanted to do something unexpected. The predictable place to start, when advertising for a resort like Copper Mountain, is to show the mountain, the fresh powder and the smiling faces. Instead, we chose to start in this cinematic, video game world. We loved the idea of creating this big hulking game avatar who was stuck in his base and bored to tears, while his gamer was out enjoying the mountain.
Challenges: The trickiest part of this project was not having snow or a snowboarder to shoot as “Brad” in our spot. So we used existing footage of a Copper Mountain rider for the on-mountain shots of Brad snowboarding, and then we shot our “hero” shot of Brad, taking off his goggles in Los Angeles.
Favorite details: The Mars-like video game world we created turned out to be so much better than we could have expected. Hobnob, our production partner in Los Angeles, really poured its heart into this one, and created a gaming universe that’s on par with the animation and graphics that you’d expect from a PlayStation or Xbox ad.
Visual influences: For our video game planet and battle scene, we referenced the graphics and art from games like Call of Duty, Gears of War and Halo. And for our hero soldier, we referenced all of the greats: Vin Diesel, The Rock and Schwarzenegger.
Alternative approach: If we had the funds, we would have used Dust in the Wind by Kansas as our track in this spot, although I love where we landed from a musical standpoint with the classical piece that’s there.