Naked without my BULA

Since arriving in Canada I've been fortunate to be working for BULA, a snow sports accessories brand. Apart from giving the brand a refresh from a strategic perspective, we've also re-designed the entire range of packaging and embarked on an exciting print campaign.

The ‘Naked without my BULA’ print campaign is currently running in the U.S., Canada and Europe - appearing in POWDER, FREESKIER and SBC Ski Magazines in North America. While Europe is running the ads in Freeskiing magazines such as Nietos and our Japanese distributors are circumventing their country’s strict ‘print censorship’ rules, by using counter-cards of the print ads in-store.

With so much of Gordon Ball’s genius photography on hand, BULA is in the enviable position where it can use separate photographic executions for each of the magazines, rather than simply repeating the photography across medias.