writing | video | design | digital
The Ask: When we began working with Killington Resort 10 years ago, their “Beast of the East” bravado had become a little off-putting to certain skier and snowboarder demographics. Likewise, the size and scale of the resort made it intimidating for newcomers to navigate. Killington engaged Buttery to “Soften The Beast”, and as part of our creative efforts Killington’s “Classics” video series was born.
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The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
The Opportunity: New England is known for its dry wit and sense of humor, and the ability to be boastful one minute and self-deprecating the next. Buttery is no stranger to New England sentiment, and these “Classics” reflect our deep knowledge of the region and the nuance of Killington's mountain lifestyle. Using humor as a strategy to differentiate from other mountain destinations, “Classics” areregularly deployed by the resort to hype the upcoming ski season, honor the resort's team members, celebrate the arrival of spring, and kick mountain biking season into gear.
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After 11 years and 30+ episodes, things just keep getting weirder and more fun.
Three words: King of Spring.
The series celebrates the lighter side of the outdoors, and serves as a reminder to not take our pursuits—and ourselves—too seriously. Buttery produces every Classic from initial creative through final delivery.