Ski-Doo

The first two Ski-Doo ads literally show the high-technology behind every sled, with engineering data and formulas whirling in the powder wake.

The third ad targeted snowboarders…where you can’t go wrong with potty-humor.

The brochure spreads below were all shot in the black of night in the Utah mountains, only lit by battery-powered strobes (and the moon). Our French Canadian client joining me on the shoot loved the uniquely innovative approach, but didn’t care much for the sub-zero temperatures at 3AM on top of a mountain in the middle of nowhere.