Sun Valley Hands the Camera to the Mountain Community in Latest “Ski on the Sunny Side” Ad Campaign

Fortnight Collective is extending Sun Valley Resort’s “Ski on the Sunny Side” campaign for the 2026-27 season with “Make the Sunny Side Your Own,” a creator-led continuation of the platform.

The campaign runs from August through April 2027 across video, social, out-of-home, digital banners and email. Media will run nationally on YouTube, CTV, local Boise television, Meta and TikTok, with a heavy focus on the Pacific Northwest, California and Colorado.

Fortnight Collective has served as Sun Valley Resort’s agency of record since 2023. In 2024, Fortnight and Sun Valley launched “Ski on the Sunny Side.” The original :60 film paired a cheerful 1960s folk song with scenes of Sun Valley’s snow-covered Idaho mountains, picturesque views and ski community to capture the joy, adventure and soul of ski culture.

Created to drive bookings at Sun Valley’s properties and visits to the mountain, the work carries the campaign into its third year by inviting a diverse mix of skiers, riders and creators to document their own authentic, unscripted mountain moments. The goal was to demonstrate in a tangible, emotional way what the “Sunny Side” experience and vibe mean on an individual level across all creative assets for the campaign.

The last two years of the “Sunny Side” campaign have met with great success. This year, the campaign extends the message that the “Sunny Side” means different things to different people, reflecting Sun Valley’s wide range of terrain, amenities and experiences.

That expanded universe of moments has been woven into a new film built around a fresh version of “Ski on the Sunny Side.” The work uses a fill-in-the-blank formula, “_____ on the Sunny Side,” with variations such as “Après on the Sunny Side,” “Fondue on the Sunny Side” and “Carve on the Sunny Side,” before culminating in a shared chorus. The framework also provides a template for influencer partners.

The campaign includes two :30 films aimed at different audiences: “Broad” for families and “Extreme” for advanced skiers. Both have :15 cutdowns. The campaign also includes 22 unique social videos, three out-of-home placements and two banners. The social work focuses on singular moments from the mountain and its surrounding culture.

“We have continued to differentiate Sun Valley as a resort that offers something above and beyond what you will find anywhere else—heritage, luxury, challenging skiing and a warm sense of hospitality that extends to all aspects of your visit,” said Scott Warren, director of marketing and PR at Sun Valley. “There’s a depth and a resonance to the experience in Sun Valley, and Fortnight has built campaigns that have captured why Sun Valley is a place to visit for the first time or a place to come back to again and again.”

“This year, we’re taking an even more authentic approach by inviting content creators, directors of photography and ski enthusiasts to experience Sun Valley first hand and capture the destination through their own unique perspectives,” added Andy Nathan, founder and CEO of Fortnight.  “The campaign brings to life everything that makes Sun Valley special: its adventurous spirit, deep-rooted ski culture and truly one-of-a-kind mentality. It’s a place that leaves a big impression and a destination people return to time and time again.”

Source: Fortnight Collective

  “Ski on the Sunny Side”, Andy Nathan, Fortnight Collective, Scott Warren, Sun Valley Resort