DEW TOUR
COPPER MOUNTAIN 2024

Dew Tour had long been MTN DEW’s flagship action-sports event, but years of outsourced,
turnkey creative had weakened its voice and cultural relevance.

To refresh the platform, Louis DeVilliers and I developed a location-led toolkit that grounded each event in the characters, environment and color of its host community, creating consistency across teams and touch points that streamlined timelines. This system gave partners a clearer creative framework, improved agility and created more space for stronger ideas and execution.

MY ROLE: Art Direction, creative strategy, and toolkit development, helping shape a more cohesive, locally relevant event identity from concept through rollout.

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