Iconic Brand,
Fresh Audience
Smith Optics spent 60 years building a reputation in making high quality, innovative products for skiing, snowboarding, and mountain adventures. But despite their strong core following, they recently saw a new opportunity unfolding: introduce the brand to the next generation. For the 23/24 season, Smith partnered with Nemo Design to create a go-to-market campaign that expresses the soul of Smith in a way that connects with a new, younger audience.
CAPABILITIES
Go To Market Strategy
Visual Identity
Campaign Messaging System
Competitive Audit
Creative Concepting
Photo and Video Content Capture
Production Planning
Video Editing
Motion Design
Post-Production Retouching
Media Asset Creation
Nemo took Smith’s anthem of We Run Cold and kickstarted to create an urgent invitation to the mountain—and the brand’s world. Featuring respected legacy athletes alongside a new class of up-and-comers, the campaign connects across brand, products, and ambassadors, landing with the current Smith audience while welcoming new riders in, too.
We Run Cold
Armed with the insight that people embrace brands who care about what they care about, we celebrated Smith’s progressive stance—telling product-collection stories through the lens of inclusivity, accessibility and great style.
We wove these tenets into the visual identity with more human, handcrafted elements and gender-neutral colors. We also captured athletes of all abilities riding together.
Progression is the Method
Authenticity is everything, and nothing is more real than a team of athletes who back Smith because the products speak to them and work for them. Nemo collab’ed with brand team riders around the globe to create still and video content full of each athlete’s unique POV and style.
Campaign assets lit up every touchpoint—from Smith’s owned channels to paid, athlete and earned media, as well as at retail. The result was consistent, personal and powerful.
Voice of the Athlete
We Create to Connect
Nemo’s history with the Smith brand built a trusting connection where both teams could bring their best. We Run Cold is an anthem that brings the brand—and their tried-and-true crew—together with a new generation of adventurer lovers.
