After months of closure due to COVID-19, Jay Peak needed a campaign to inform their audience they were ready to welcome them back. Given the ubiquity and expectedness of the era’s “we’re in this together” advertising, we decided to take a different approach, transforming an uncertain schedule of activity and amenity openings into a highly anticipated event called The Return. Tapping into the world of gig posters and music festival language, we created a flexible toolkit, allowing Jay Peak to adapt their new campaign throughout the season.