Cardrona Tantrums
I led the creative direction and copywriting for Cardrona’s winter campaign, developed in partnership with Wānaka-based production company The Beards. Marking Cardrona’s expansion into New Zealand’s biggest ski area with the opening of Soho Basin, the campaign returned to Cardrona’s playful roots, flipping the typical end-of-day ski scene on its head.
Instead of kids throwing tantrums, we imagined grown adults refusing to leave the mountain messy, snotty, and hilariously unwilling to call it a day. The campaign rolled out across outdoor and digital placements nationwide, supported by narration from comedian Josh Thomson.
