Ballet's back!

Ballet's back! Ski ballet, an acrobatic form of skiing where people twirl around on a low-angled slope and twist and flip over their poles like it's no one's business! A sport that was born from the people's desire to express their creativity. In its golden era, the sport even made it to the Olympics in '92 Albertville. However, by trying to fit the sport into the box of competitions, the rules and judging eventually suffocated the creativity, leading to the end of ski ballet in the early 2000s. Only a handful of people are still able to perform ski ballet, and without the interest of the younger generation, it will cease to exist. I collaborated with MGG, a ski outerwear & fashion brand based in Verbier, to develop a campaign for their new retro merino sweater collection. Ski ballet came straight to mind as a subject for the campaign. However, once we started doing our research, the project became much bigger than just a simple marketing campaign. We were inspired by the rich history of ski ballet and the impact it has had on freeskiing as we know it today. Our campaign shoot was no longer a mere campaign shoot, but a unique moment where we captured the beauty and grace of a sport that is on the brink of extinction. We had the honnors of Annika Johansson and Fabrice Beckers, 2 former olympians, joining us for this unforgettable shoot.