Taking the Soft Life to the slopes.
SLS hEMSEDAL
Client: Soft Life Ski
Industry: Travel / Events / Lifestyle
Services: Campaign Identity, Illustration, Social Media, Digital Campaign
Year: 2023
Soft Life Ski brought its community to Hemsedal, Norway for a ski experience combining the slopes with music, brunches and events.
The campaign needed to capture both sides of that experience: the excitement of a winter escape and the unmistakable energy of the Soft Life community.
The CHALLENGE
Ski culture, through a different lens.
Ski marketing traditionally presents a very particular image of who the mountains are for. Soft Life Ski offered something different: a luxury ski experience built around a diverse community, with music, nightlife and culture sitting alongside the skiing itself.
The campaign needed to make that difference immediately visible while still selling the excitement and escapism of a winter destination.
OUR VIBES.
OUR MUSIC.
OUR WAY.
The campaign centred around a simple idea: bringing the Soft Life experience to the mountains without leaving its culture behind.
Our Vibes. Our Music. Our Way. became a statement of ownership, positioning Hemsedal not simply as a ski trip, but as a winter experience created around the community attending it.
Summer festival energy.
Winter setting.
Illustration provided the freedom to build a version of the mountains that felt unmistakably SLS.
Skiing, DJs, crowds, music and alpine scenery were brought together into one visual world, combining the atmosphere of a music festival with the scale and adventure of a ski destination.
One world.
Multiple moments.
Rather than relying on one fixed campaign image, individual illustrated elements could be separated, recombined and reframed across different communications.
This created enough variety for the campaign to evolve while keeping every execution inside the same visual world.
THE CAMPAIGN HERO
The primary campaign artwork brought the entire experience together:
destination, music, community and the Soft Life attitude in one recognisable image.
Built for the feed.
Social media became the campaign's primary day-to-day environment. The visual system adapted across announcements, information, event promotion and campaign content while maintaining the same energetic visual language established by the hero artwork.
.png)
THE EXPERIENCE
The campaign ultimately existed to bring people together in the mountains.
Reflection
SLS Hemsedal demonstrated how a campaign can sell more than a destination. The challenge was to communicate what made the experience culturally different while still capturing the excitement, scale and escapism associated with skiing.
By building the campaign around illustration, community and a clear central message, Hemsedal developed a visual world that felt less like traditional ski marketing and much more like Soft Life on snow.
