Donny Pelletier × Fischer Skis.

The bet

Donny Pelletier is a viral cult ski athlete out of Maine — a downeast accent, a flat-brim work hat, and a body of skiing the internet had been finding for a few years before the broader resort marketing world caught on. By 2024 he was building toward Warren Miller, Deer Valley, and a feature on local Maine TV news. The bet was getting Fischer there first, with content that fit the way Donny actually shows up.

The work

Two video series for Fischer, made in partnership with Out of Collective. I led the creative direction and writing; they handled production. Each series was cut into social clips that pulled nearly 2 million impressions across Instagram and YouTube.

Donny goes to the office

What's it like to have Donny working at Fischer for a day? Personality-driven content that put a beloved athlete inside the brand without making it feel like a commercial.

RC4 Noize launch with Steven Nyman

Pairing Donny's downeast persona with World Cup downhill racer Steven Nyman, this series launched the RC4 Noize ski as a deliberately American counterpart to the more serious Austrian product video. Same product, different audience, very different tone.

The takeaway

Cultural translation again — same instinct as the broader Ranger work, applied to content. Austria was making the serious product video; this was the version built for how skiers actually talk to each other. The play was identifying a cult sensation early and leveraging it to make Fischer more relevant in the local US market.