Armada's campaign message for the 2014/2015 season. 

Armada has always been the oil to the water in the ski industry and challenging the norm. 

A selection of graphics from sell in and go to market. 

The Nomadic Statuary Project was about just taking a different approach to our annual catalog shoot in New Zealand for the 13/14 season. Spent a week in a warehouse constructing all these Dr. Seuss like statues out of chicken wire, paper mache and paint. Having some handmade elements made for a stronger visual. 

The smaller framing on the double page ads with the stark contrast of the black and white lines was made to be a page stopper in a magazine and for the reader to take a closer look. 

The following graphics are the double page ads for the season along with an excerpt from the Dealer Catalog and tradeshow booth.

For the 13/14 season Armada partnered with Gore-Tex® for all our high end 3L and 2L pieces. The idea was to play off the promise that Gore-Tex keeps you dry by submerging the athletes to create a surreal scene that highlights the product well.

2012 marked Armada's 10 year anniversary as a company. Since the beginning we have had a big focus on art and the artists we work, with so I wanted to bring back some of my favorites and have them do their own ad in their style. 

The following is the 4 double page spreads we ran in a number of magazines all around the world. 

Artists are as follows; Ric Stultz, Valp, MadSteez, La Boca

This was all about bringing the fun back because we were afraid our fast growth was making us become too serious. So we decided to build some TV sculptures in a mini lake just outside of Mammoth and get some live lions and bears and do portraits with them.

The following were the ads for the 2012/2013 season. The goal was to tell the athletes’ whole story by using a variety of different photos showing their lifestyle rather than one big action image.

Various ski designs from 2006-2013

Oversaw Art Direction on all, designed some and managed a number of different freelance artists.

Including: Scott Hansen, Christopher Cox, Rob Sato, Ric Stultz, MadSteez, LaBoca, Rik Oostenbroek, Kilian Amendola, Masha Karpushina, Valp, Saddo, Nick Sheehy, Nathan Ota, Kelly Allen, Jesse Reno, Christine Gray, Riika Sormunen, Blake Kimmel, Malota and more. 

Campaign from 2009. Highlighting product with design elements.

Water photography shot 2006-2013