Polaris “Live It”

Scope

Polaris needed a campaign that spoke to both seasoned snowmobilers and newcomers to the sport. The goal was to create an energetic, emotionally driven campaign that showcased the thrill and lifestyle of snowmobiling—while highlighting Polaris’ latest sleds, gear, and accessories.

Creative Direction

I led the creative vision behind the Live It campaign—an idea born from the pure adrenaline, freedom, and adventure that snowmobiling delivers. The concept invited riders to fully immerse themselves in the experience, encouraging them to not just dream about winter, but to live for it.

The campaign was designed to be high-impact, visually immersive, and emotionally resonant. Every detail—from typography and color palette to motion and pacing—was crafted to elevate the excitement and connection riders feel in the snow. Leaning into SFX you would hear on your own action camera as you experience your favorite adventures.

Content Creation

We developed a fully integrated 360° campaign that blended high-energy storytelling with bold creative across print, digital, and video. I helped concept and art direct immersive video shoots, guided content strategy, and oversaw the design of key assets, including:

  • Launch videos

  • Social and digital content

  • Print ads

  • Apparel and accessories integration

  • Website and dealer assets

Results

Live It launched across Polaris’ global channels, energizing the brand and strengthening its connection with both core and emerging riders. The campaign inspired a renewed excitement around the sport—positioning Polaris not just as a snowmobile brand, but as the ultimate snow-riding lifestyle leader.

 
 

Video Examples

Photography

I added additional value with my camera to our model year capture because on a large scale shoot like this we all are working against the clock with a lot of ground to cover. Some additional candid moments were captured while the photographers are knocking shots off the list in hard to reach areas. Sometimes you have to send a photographer and a pro rider to work in the risky locations and if you send them off with the right direction they will come back with gold. Meanwhile you can work with the rest of the crew and capture images like these with your own lens.

Chief Creative Officer: Grant Johnson
Creative Director: Nick Rudie
Associate Creative Director: Ryan Ullery
Art Director: Jimmy Sugg
Writer: Zaar Taha
Designer: Ryan Johnson