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    Fortnight Collective, Director Richard Bullock Team On Cowboy Poetry For Steamboat Ski and Resort

    By SHOOTUpdated:No Comments2804 Views

    Steamboat Ski and Resort Corporation in Steamboat Springs, Colo., is launching a campaign developed by agency Fortnight Collective to attract new visitors and build upon its legacy as a unique western vacation destination for skiers and snowboarders. The work, the most ambitious integrated marketing campaign by the resort to date, coincides with Steamboat’s 60th anniversary and a $200m capital investment into the guest experience. This is Fortnight’s first work for Steamboat since being named agency of record after a pitch in February of this year.       

    The creative campaign entitled, “The Steamboat Way,” blends Steamboat’s promise of western hospitality with world-class winter sports through the literary tradition of “cowboy poetry,” a style rooted in ranching culture that dates back to the 1800s. Fortnight collaborated with internationally renowned cowboy poet Randy Rieman on the poetic narratives in the ads, which focus at the same time on both cowboy life and skiing. As they are being recited by Rieman, the imagery alternates between scenes of horse riding and skiing at the resort, emphasizing the many similarities between the two.

    The campaign includes three :30 and three :15 brand spots, and five :30 and :15 promotional spots. The work is running nationally through April 2023 on video, social, direct mail, web, display and print media. Outlets will include YouTube, CTV, in cinema as well as Facebook and Instagram via programmatic media. 

    This nearly two-minute film set to one of the genre’s most famous cowboy poems, “Out Where the West Begins” by Arthur Chapman (1873-1935), will premiere November 3 during Warren Miller’s Daymaker Colorado Film Tour and will play at 13 screenings throughout the state. Miller is the spiritual founder of ski films, and his movies have been capturing the imagination of skiers since the 1950s. Today, the Warren Miller Film Tour marks the unofficial start of ski season for countless diehard skiers across the country. 
    Australian filmmaker Richard Bullock of Hungry Man directed the project and brought his experience helming authentic documentary projects for Adidas, On Running, and Omega to capture the spirit of cowboy culture and the artful recitations of original and famous cowboy poems. 

    “Crafting the cowboy poetry for this project with Randy Rieman was a truly unique collaborative experience for the creative and production team at Fortnight,” said Adam Chasnow, chief creative officer and partner at Fortnight Collective. “He is a true master of this art form. We learned so much from him and every bit of it ended up on screen.”

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    Credits

    Client Steamboat Ski and Resort Corp. Agency Fortnight Collective Andy Nathan, founder & CEO; Adam Chasnow, chief creative officer and partner; Katie Dreke, strategist; Dave Steinke, creative director/art director; Jeff Schuller, creative director/copywriter; Tucker Kavanagh, sr. brand manager/producer; Jamie Slade, exec producer. Production Hungry Man Richard Bullock, director; Caleb Dewart, exec producer; Christopher Hoggard, head of production; Jack Beardsley, producer; Joseph Aguirre, DP; Sam Hall, 1st assistant camera; Dave Schaff, sound mixer; Bryce Sullivan, production assistant. Editorial Now Corporation, NYC Jess Reisner, editor; Carrie Fleming, editorial producer. Music JSM Music, NYC Joel Simon, CCO/CEO/co-composer; Jeff Fiorello, VP/exec producer; Norm Felker, Andrew Manning, sr. producers; Sharon Cha, producer; Augustus Skinner, co-composer. Color & Conform Trafik LA Nate Seymour, colorist; Meghan Lang Bice, sr. exec producer, color; Phoebe Torsilieri, Julia King, producers, color. Audio Mix/Sound Design Soundspace, CO Matt Polis, sound designer. Talent Randy Rieman, cowboy poet/writer

    Media Type:Film: Short
    ScreenWork Categories:Short film
    Video Tags:Fortnight CollectiveHungry ManRichard Bullock



    Director Evan Silver, Indie Agency TiNY Battle Doggie Bad Breath With A Humorous “Mintervention”

    Monday, August 10, 2026

    Minties® is taking on dog breath again. And this time, it’s personal. Back in November, PetIQ’s Minties boldly declared “Dog Breath Is Over” in a newsbreak-style ad that introduced Minties FreshBitesTM--a line of innovative, chewy dog dental treats with that can be offered throughout the day for a long-lasting chew, so nothing gets between you and your dog in your closest moments. America responded by buying new Minties FreshBites by the millions, exceeding the brand’s most optimistic forecasts. So Minties and independent creative agency TiNY (the team behind the “Dog Breath Is Over” campaign) are following up on this story. And this time, it starts at Minterventions.com. “‘Dog Breath Is Over’ was the big message,” said Jissan Cherian, PetIQ’s chief marketing fficer. “Minterventions makes the message personal. If you’ve got a dog with stinky breath, we want to hear from you.” TiNY turned out two new spots for the Minterventions phase of the campaign. The first is this one titled “Cabbage” which features a dog named Mollie and an extendable hand. Why the extendable hand? “Mollie’s breath smells like she ate a skunk (who also has bad breath).”. A voiceover then asks the question at the center of the campaign: “Does your dog need a Mintervention?” Minties FreshBites is the answer, of course. Both spots were directed by Evan Silver of Reform School and edited by Tina Mintus out of Northern Lights in New York City. (Silver is an alum of SHOOT’s 2007 New Directors Showcase.) “It starts with a real, relatable problem,” said Mike Rovner, TiNY partner and chief creative officer. “That’s the TiNY way--we help clients build worlds they can live in. Once you set up the rules of the world, you can have... Read More

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