Donny Pelletier × Fischer Skis.
- Client
- Fischer Sports
- Role
- Creative direction, scriptwriting
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, both creative-directed by me, scripts written by me, produced in partnership with Out of Collective. Each series was also cut into social clips that performed strongly on Instagram.
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. Fischer got into the right rooms before competitors priced Donny correctly.