Brand Strategy
Ski legends Hans Knauss, Mike von Grünigen, and Kristian Ghedina demanded an on-piste ski with World Cup performance. The reason we developed the CURV concept with Fischer – far beyond the rigid rules of the FIS. And Pascher+Heinz implemented it in ski design, visual identity, imagery, and video.
The Curv Squad
Bringing together some of the best alpine ski racers of all times, the Fischer CURV Squad combines unmatched world-class skiing expertise and experience. With Mike von Grünigen, Kristian Ghedina and Hans Knauss, the CURV Squad represents the ultimate development and test team for a premium on-piste ski.
Swiss alpine ski legend Michael von Grünigen won the Giant Slalom World Cup in 1996, 1997, 1999, and 2003 and was World Champion in Giant Slalom in 1997 and 2001.
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Visual Identity
The most experienced athletes and the best ski engineers spent thousands of hours on the development of the CURV. Precise tech visuals depict the result – an aggressive monster born to turn.
Advertisement
In addition to the new and unique performance ski, the new advertisement features all of the legendary members of the CURV Squad. The ad is run in international magazines and displayed at trade fairs and events.
The Perfect Curv
What’s the perfect turn like?
The CURV Squad is on a mission, with the goal to develop the ultimate ski made to perform the perfect turn. The film shows the results of this search for The Perfect Curv.
Credits
Camera: Alex Förderer
Aerial: airV8
