By John McCarthy, Opinion Editor

October 27, 2014 | 2 min read

Sports clothing company Head has launched a campaign to engage winter-sports fans ahead of this year’s ski season.

The firm has released 'Race', the first of four videos developed by DesignStudio, spearheading the ‘What’s Your Limit’ campaign, which will run across digital, print, point of sale and advertising platforms.

Race portrays the pre-race rituals of athletes Anna Fenninger and Askel Lund Svindal, taking viewers inside the locker room as the skiers prepare to push their limits.

The ad was filmed in Sweden and footage in later videos was captured by drones and backward skiing crews to immerse audiences in the runs.

Ian Styles, executive creative director of DesignStudio, said: “This level of storytelling is completely new territory for winter sports. We wanted to break the mould of how skis are traditionally marketed and the result is something which genuinely pushes boundaries, getting audiences closer to the athletes, getting pulses racing.

“As a one of the major global wintersport brands Head wanted to bring their customers closer to their heroes and inspire more people to hit the slopes."

Neil Allavena, marketing manager at Head added: “Working in collaboration with DesignStudio has enabled us to express the core emotions felt when skiing with Head products.

“They’ve taken the brand proposition of ‘What’s your Limit?’ and brought it to life in a way that is truly authentic and full of energy.”

Three further videos will be launched during the build-up to the ski season.

DesignStudio Head

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