Mash and Bash is Windham Mountain Club’s annual community freestyle event, hosted by the mountain and by local professional snowboarder Johnny O’Connor. This year, I shot a video during golden hour of the second day of building to show the community-driven DIY nature of the event and build excitement for the event that coming Sunday. The Instagram video is set to "Can’t You Hear Me Knocking” by the Rolling Stones to show the pace and energy of the build.
Windham Mountain Club is known as a ski mountain, though it has a long and storied history with mountain biking. I came up with the idea to juxtapose the end of ski season with the beginning of bike season by having a skier go down the last patch of snow on the mountain while a mountain biker (me) rides a trail at the same time. This was done to illustrate that mountain biking is the logical successor sport to skiing in the summer and drive interest in the bike park.
The season after the rebrand was announced, the Windham Parks team had to repaint their features to match the new branding. I decided to tell the story of the features being painted processually to show off all the new branding elements and encourage excitement for the season to come.
The ski industry on the East Coast would not exist at its current capacity without serious investment in snowmaking technology, and Windham Mountain Club has invested a lot into its snowmaking system. This past summer there were lots of improvements made, so I shot, edited, and directed this press release to inform customers of the improvements and drive excitement for the upcoming season.
Two years ago Windham Mountain Club was purchased by new ownership and underwent a sweeping rebrand. The terrain parks sub-brand, Windham Parks, also got a new look. The start of this reel begins with an old school projector countdown to give a nostalgic feel before showing quick cuts of snowboarding in the parks. It ends with a reveal of the new logo and colors set to a static sound and a LUT I made that has an old color TV flicker effect to reinforce the nostalgia, but with a more modern and sleek look.
The time between the end of the winter season and the beginning of bike season is always busy with trailwork. It’s a season of anticipation and excitement for warmer, dryer weather for some, and a meditative practice in patience and earthy sculpture for others.