VOICEBOX WEST / Art Direction / Campaign Design / Brand Strategy
Made in the US at the heart of the Tetons, DMOS is a female-owned company. Producing high-end shovels, kits, mounts and first-recovery accessories, DMOS stands for the power of self-reliance, empowering those who seek to venture further out.
Primed for the holidays, the Mountain Pass Kit is curated with tools to provide confidence and self-assurance when traveling. The DMOS team wanted to expand their demographic and geographic range, translating their brand ethic and messaging across a wider spectrum. We selected user-generated content as well as brand image selects to translate a high-level collection of products to appeal to a wider road-trip and travel-centric audience with less gender bias than previous campaigns.
We further developed personas to frame the gifting markets, with gender-targeted creative that allowed for flexibility in digital campaigns across multiple platforms including social banners, video and image carousels.
Campaign Goals:
Lean away from snow audience as the primary focus
Amplify value & distinction in American-made identity
Emphasize superior product and knowledgeable curation
All copy and creative © Voicebox West
Campaign Playbook
Heroic Strength
Core
At DMOS, we believe in the power of self-reliance. Of trusting yourself, of learning the skills and of figuring it out. We know that deep inside you have the inner strength to outsmart adversity when the storm hits the pass, when the truck dies in the dark, when the wheels find the ditch. With intense storms hitting, we’re here to hand you the tools to trust in yourself.
Packed with the heroic strength of our American-made, pro-grade, extendable car & truck shovel, plus LED power flares, elk skin gloves, a Petzl headlamp and other handpicked self-recovery essentials, our Mountain Pass Kit gives you the confidence to roll solo whether in ski wagons, adventure vans or trusty Tacomas. Lean on our mountain knowledge to pick the kit of tools you need to get back on the road, or the road trip, without calling in a rescue.
Pre-order now before the next storm hits.
Ski & Snow
When the storm hits, you need to be ready for the drive. The powder waits for no one—especially if you’re the one stuck on the side of the highway watching all the roof boxes pass you by. We know that pain and know that you need to trust in yourself, keep your skills sharp and carry what you need to get unstuck quickly when the wheels hit the ditch, the battery dies or it all goes off the rails. We’re here to lend a hand and give you the tools you need.
Packed with the heroic strength of our American-made, pro-grade, extendable car & truck shovel, plus LED power flares, elk skin gloves, a Petzl headlamp and other handpicked self-recovery essentials, our Mountain Pass Kit gives you the confidence to roll solo whether in ski wagons, adventure vans or trusty Tacomas. Lean on our mountain knowledge to pick the gear you need to get back on the road to the pow before it’s all gone.
Pre-order now before the storm hits.
Hunt & Rescue
We know that hunting season and intense weather go hand in hand. But that’s no reason to stay home and or be defeated by the elements. It’s just cause to pack the strength to hit the road, to be tougher than what you’ll find way off the grid. Whether you’re navigating BLM roads or forest service tracks through a remote mountain pass, our kit of essential tools packs the tools you need to get unstuck without blowing your whole day spinning your wheels.
Packed with the heroic strength of our American-made, pro-grade, extendable car & truck shovel, plus LED power flares, elk skin gloves, a Petzl headlamp and other handpicked self-recovery essentials, our Mountain Pass Kit gives you the confidence to get in deep whether far from pavement, cell service or just civilization. Lean on our mountain knowledge to get you fully equipped to get back on the road and shift your sight back on the ultimate goal.
Pre-order now for elk season.
