DEW TOUR
COPPER MOUNTAIN
2024

Dew Tour was Mountain Dew’s premiere action sports event going on two decades.

Outsourced to design agencies for turn-key activation, the event had lost its umpf, the spark that made it a beacon of creativity.

The event needed a refresh; it needed a new strategy.

We developed a toolkit-based strategy that would ground each event’s creative in the area where it was located that year
to better resonate with the local community. To give them a sense of pride to have the event in their home.

With this consistency across touchpoints and teams that the toolkit brought, we were able to free up time across
partners so we could be more creative, more agile, and get in front of more people, driving better results.

DEW DESIGN

Senior Director, Design: Sean Huls
Design Senior Manager: Louis De Villiers
Lead Designer: Sam Cardelfe
Senior Motion Designer: Sam Wolfson