K2 ft. Geoff McFetridge - Winter 2020
Role: K2 Design Director
Don’t Follow Me - I Don’t Know My Wayback.
Geoff McFetridge is a artist. Geoff McFetridge is also a skier. We at K2 had the pleasure of working together with Geoff to combine those two passions with him and create something amazing in the process. The result was was a simple, yet heady approach to the act of skiing. Done in a way that only Geoff can do.
This marks the first collaboration that I worked on during my time at K2 and the first time that I really was able to find myself comfortable in my position as K2’s Design Director. Working on a project that wasn’t about the art that I personally could create but instead working alongside an artist that I had looked up to for many years. It was not only eye opening, but also extremely motivational in my contribution to K2 in the years to come.
Additional Contributions:
Skier: Geoff McFetridge
Ski Engineering: Jed Yeiser | Additional Design: Tim Benasich.
Marketing and Brand Direction: Tom Johnson, Tim Swart
Leadership: John Colonna
Photography: Ely Phillips | Director and DP: Tucker Phillips | Music: Alex Goldstein
MAJOR THANK YOU to Geoff McFetridge!