CLWR × FRESK
The 4
4 The Ride
A community storytelling project created through the partnership between CLWR and FRESK, following four young freeskiers at the beginning of a new winter season. Built around friendship, progression and authentic athlete culture, the project aimed to give the next generation a platform while strengthening the connection between brand and community.
Overview
CLWR | Community Storytelling & Partnership Activation 2025
Client:
CLWR
Partner:
FRESK Freestyle School
Services:
Creative Concept
Project Management
Community Storytelling
Partner Acrtivation
Content Production
Location:
Silvaplana & Corvatsch, Switzerland
Year:
Nov 2025
The Idea
Beyond an Event Recap
The project originated around Rock The Rail in Silvaplana, a season-opening event where CLWR partnered with FRESK and the local community.
Alongside the event activation, there was an opportunity to create content. Rather than producing a traditional event recap, the idea was to use the occasion as a starting point for a deeper story.
The focus shifted away from the event itself and towards the people behind it.
The result became The 4, a short film and social content series documenting four young athletes, their friendship, their ambitions and the excitement of a new season ahead.
The Story
Four Friends. One Winter Ahead.
Griffin, Livio, Armando and Edoardo were already spending countless days skiing together long before this project existed.
As part of FRESK Freestyle School, they represent a new generation of athletes growing up around friendship, progression and a genuine passion for the sport. Their connection was real long before any camera was turned on.
Rather than creating a traditional athlete feature, the goal was to capture the natural dynamic between four friends at the beginning of a new winter season and tell a story that felt authentic to who they are both on and off the snow.
Progression Happens Together.
Progression Happens Together.
My role
From Partnership Activation to Storytelling
I developed the creative concept, managed the project and coordinated the collaboration between all stakeholders involved.
Alongside the content production, I was responsible for planning and executing CLWR's activation at Rock The Rail, including community engagement activities, brand presence, product showcases and on-site coordination.
The content project, event activation and partnership objectives were developed as one connected initiative rather than separate activities, ensuring that every touchpoint contributed to a larger story.
The Partnership
Building on an Existing Relationship
The collaboration between CLWR and FRESK had already existed for several years through a sponsorship partnership supporting athletes, coaches and staff with outerwear.
The project created an opportunity to bring additional value to that relationship by moving beyond visibility and creating meaningful content around the community itself.
Instead of simply showcasing products, the focus was placed on the people wearing them and the culture surrounding the partnership.
The result strengthened the connection between brand, athletes and community while creating content that felt genuine and relevant to everyone involved.
The collective
The best projects are built by the right people coming together around a shared idea.
Athletes:
Griffin
Livio
Armando
Edoardo
Partner:
FRESK Freestyle School
Website
Video Production:
Mirko Paoloni
@mirkopaoloni
Project Lead & Production:
Nico Hartmann
Season Collective
The Outcome
Giving the Next Generation a Platform
The project resulted in a short documentary film and a series of social media assets distributed across CLWR and partner channels.
More importantly, it provided a platform for four young athletes whose stories often remain unseen despite being at the heart of the community.
The response from athletes, parents, partners and the wider freeski community was overwhelmingly positive. The project resonated because it felt real.
Rather than creating a polished marketing campaign, it captured a genuine moment in time and gave young athletes the opportunity to share their passion with a broader audience.
A New Generation Taking Shape.
A New Generation Taking Shape.
More work
CLWR Glacier Shoot FW26/27
