Peak Skis
Art Direction ⊛ Social Strategy ⊛ Copywriting ⊛ Content Production
As full-time Social Content Producer at MMGY Origin, I led the concepting, art direction, writing, and production of social content for Peak Skis, the high-energy ski brand founded by Bode Miller.
My work included a major product launch and two collaborative athlete announcements introducing new team members Chris Davenport and Michelle Parker — both of which generated significant buzz and engagement. The challenge was to make each launch feel fresh, unique, and exciting while staying true to the brand’s cool, rock-and-roll–meets–alpine vibe, and its largely male, Bode Miller–fanbase audience.
One creative limitation was working entirely with pre-existing photo assets shot by a different agency, with no opportunity to create our own on-mountain content. I leaned into this constraint, crafting clever concepts and dynamic executions that brought energy and personality to every piece. We integrated Bode himself into the content for authenticity and fan appeal, and created launch strategies that aligned with the brand voice while setting each announcement apart.
The result: content that achieved up to 10x more organic views than their typical posts — without any ad spend — proving that creativity thrives within limitations.
For Chris Davenport’s announcement as a new Peak Skis team member, our goal was to build hype and intrigue while making fans of both Chris and Bode feel “in the know.”
Leaning into Chris’s Instagram handle, @SteepSkiing, we conceptualized a playful campaign around the word steep — teasing his arrival with a series of cryptic, high-energy social posts and videos that hinted at his identity without giving it all way.
This approach kept engagement high in the days leading up to the reveal, rewarding the brand’s core audience for their familiarity with Chris while amplifying curiosity for casual fans. The final announcement post tied the story together, delivering a satisfying and buzzworthy reveal that stood out in the feed and stayed true to Peak’s edgy, confident tone.
Michelle Parker Athlete Launch
For Michelle Parker’s team launch, we leaned into a nostalgic, story-driven approach — showcasing her career highlights and personality through carousels and archival footage.
I researched her career and crafted a narrative that honoured her legacy while aligning with Peak’s bold, authentic vibe, creating a warm yet hype-worthy introduction to the team.
The campaign’s hype-driven creative far exceeded typical engagement for Peak Skis. Within weeks, their video views jumped from an average of 2–3K to over 10K per post — with Chris Davenport’s announcement hitting 40K views and Michelle Parker’s launch reaching 80K views, all organically.
