In 2018, Big White launched its inaugural Slopestyle Invitational, a prestigious FMB Gold event—the only one of its kind in Canada that year. Building on its success, the event evolved in 2019 into Freeride Days, showcasing a diverse range of biking events under one exciting banner. However, the momentum was briefly halted by the challenges posed by Covid-19, resulting in scaled-back editions in the subsequent summers.

Upon the return of Freeride Days in 2022 and 2023, I was entrusted with spearheading the creation of all promotional collateral, course signage, race plates, and presentation materials. From contributing to on-site inspections to proposal development and review, I ensured every aspect of the event met exacting branding standards. In close collaboration with sponsors, event organizers, printers, and marketing teams, I orchestrated the seamless production and distribution of marketing materials, effectively amplifying the event’s reach and impact.

While I’ve had the privilege of contributing to numerous events throughout my career, the scale and vibrancy of Freeride Days made it a particularly exhilarating endeavour. The following is just a glimpse of the comprehensive body of work I delivered for this landmark event.