Dynamic wax Campaign

Ghost the Competition

The spray wax that skips the iron, the scraper, and the shop visit.

01 - the brief

Replace the wax ritual with a quick spray.

Dynamic Wax's Ghost is a PFAS-free spray wax that absorbs into the base, no iron, no scraper, no shop visit, no 30-minute ritual. Across two mountains and two product sizes, the full bottle and the pocket spray, the campaign had to make speed the pitch and prove the product does what waxing used to take a workbench to do.

02 - the insight

The proof is the glide, not the chemistry.

Riders don't want a nanotech explainer; they want to stop dragging on the flats. Spring snow and warm temps kill your wax by noon, so the concept sells the fix you can feel: spray it at the summit, buff it with the cloth, and shred. One quick reapply outsells any spec, because it turns a chore into a pocket-sized advantage.

03 - the creative engine

Strategy before a single frame.

Pain

Waxing means an iron, a scraper, a shop visit, and wax that's gone by noon in spring snow.

Persona

The skier and snowboarder who wants speed without the ritual.

Angle

Funnel

Speed shouldn't take an iron, a scraper, and a shop visit.

Problem-aware to product-aware, carried by summit-side demo across two mountains.

The path the concept runs on.

04 - the matrix

Mechanic

Contrast Without Comment

Hook

Curiosity

Format

Demo

A rider-first story carried by demo, opened on a Curiosity Gap ("the fastest riders have one thing in common"): the fix is so fast it reads as a secret until the glide proves it.

05 - the execution

Four films, two mountains, two sizes.

Full bottle.

"The fastest riders have one thing in common": the season-long speed story, one spray, one buff, all season.

Summit Reapply.

Mammoth, mid-March, board dragging on the flats: pull the pocket spray, hit the base, buff, and go, a ten-second fix at the top.

Lift Rescue.

Big Bear, board slow: the quick pocket-spray touch-up that saves the day without cutting it short.

Proof.

The before-and-after glide test: same board, one spray, smooth carve away.

06 - Production

Where the thinking gets made.