Mammoth Lakes, California Tourism

Ever been to Mammoth Lakes? It’s unreal. Except it’s actually real. That’s why we call it “The Real Unreal”.

PROBLEM
Everyone in California knows Mammoth Mountain is epic. How do we speak to out-of-state skiers (and boarders) who typically plan winter trips to the Rockies or Utah, overlooking Mammoth entirely?

INSIGHT
Out-of-state skiers view Mammoth Lakes as a dinky West Coast ski destination because they haven’t experienced it in person. Once you’re there, you just…get it.

IDEA
“The Moment of Unrealization”.

This concept worked beautifully because we were able to re-cut existing footage into a totally new narrative (did I mention there was no budget to shoot anything?) that felt fresh, while still being an extension of the larger brand platform.

————Video