Award:
Motion graphics & typography design, Campaign scoring system, Landing page design (desktop + mobile), Giveaway collateral design
matador network
agency:
Role:
creative Director:
Columbia Gold vs. Cold Challenge & Getaway Giveaway
The Ask
The campaign needed to:
- Visually communicate thermal technology
- Feel authentic to extreme outdoor conditions
- Extend seamlessly from film to digital
- Drive traffic and entries for a winter lodge giveaway
The creative had to balance technical innovation with cinematic storytelling.
A performance-driven campaign introducing Columbia’s Omni-Heat™ jacket through a cinematic field test in Alaska, featuring freestyle skier, Wade Holland.
The concept positioned the elements as the challenger — and the jacket as the response.
I led motion typography design for the film, created the campaign scoring system, and designed the digital landing experience and promotional assets supporting the launch.
“True luxury is staying warm in any condition.”
wade holland
Weather vs. Jacket.
To support this tension, I designed a scoring system integrated into the film — custom numerical graphics that tracked which force was “winning.”
Typography carried the emotional contrast:
- Gold-treated numbers to represent retained body heat
- Ice-textured numbers to represent environmental cold
- A scripted opening title built from the same opposing material language
Warm and frozen. Fluid and sharp.
The visuals mirrored the product promise.
Beyond motion, I translated the campaign into a dedicated digital experience on Matador Network — designing both desktop and mobile landing pages within Columbia’s brand system.
The digital experience included:
- Integrated film placement
- Product education
- Giveaway entry mechanics
- Clear conversion pathways
I also designed the promotional discount card for the lodge giveaway to maintain visual continuity across touchpoints.
Creative Approach
why it works
The campaign doesn’t just claim performance — it stages it. By visualizing temperature as a competitive score, the technology becomes tangible. The audience sees the battle play out. The material treatment of the typography reinforces the core idea without overexplaining it. And by extending the same visual language across film, landing page, and promotional assets, the campaign maintains cohesion from awareness through conversion.
One narrative. Multiple environments. Consistent execution.
Unchosen concept created for Columbia Sportware x Matador by Jess Palmer
Unchosen concept created for Columbia Sportware x Matador by Jess Palmer
What made this project compelling wasn’t just the visuals — it was the opportunity to design a system.
The scoring device wasn’t decorative.
It structured the narrative.
The typography wasn’t stylistic.
It carried temperature.
From motion to landing page to giveaway collateral, the same visual tension extended across every touchpoint.
One idea. Multiple executions. No drift.
