EVA Crescent Moon Foam Snowshoes
Lighter than Life Campaign
A surrealist ad campaign reimagining snowshoes as a portal to playful, otherworldly comfort.
Campaign Title: Lighter Than Life
Role: Concept, Art Direction, Design, Copywriting
Tools Used: Photoshop, Illustrator
Overview:
The Lighter Than Life campaign reframes outdoor performance through a surrealist lens. EVA Crescent Moon Foam Snowshoes aren’t just gear — they’re a sensory experience. This 3-part visual series leads viewers through dreamlike landscapes, translating product features into vivid metaphors for softness, lightness, and imaginative escape.
Each ad tells its own story, but together they form a playful, immersive narrative. The campaign merges product clarity with visual intrigue, leaving room for interpretation and delight.
To reposition EVA Crescent Moon Snowshoes beyond standard outdoor gear, I conceptualized a playful campaign that blends surreal escapism with tangible product benefit. Using imaginative storytelling and dreamy visual metaphors, the series highlights the product’s core promise: ultralight comfort that feels unreal.
EVA Crescent Moon Foam Snowshoes — Pillow Trek Ad
Role: Art Director, Designer, Concept & Copywriting
Tools Used: Photoshop, Illustrator, Stock Photography
Concept:
Pillow Trek pushes the surreal comfort narrative even further — snow becomes pillows under a moonlit sky, transforming a rugged trek into a dreamlike glide. The ad exaggerates the foam softness of EVA Crescent Moon snowshoes through playful metaphor and cozy absurdity.
With its night-sky palette, plush terrain, and soft lighting, the piece disrupts traditional outdoor gear visuals and leans into storytelling that feels both magical and memorable. It’s soft, strange, and exactly the kind of moment people stop to look at.
Tagline:
“Snooze-Worthy Snowshoes - Cushioned Comfort in Every Step With Eva Crescent Moon Foam Snowshoes”
EVA Crescent Moon Foam Snowshoes — Cloud Nine Ad
Role: Art Director, Copywriter, Designer
Tools Used: Photoshop, Illustrator, Stock Photography
Concept:
Cloud Nine leads the series with an amongst the skies dreamscape, visualizing EVA’s foam comfort as the ultimate cloud-walk. The surreal color palette, upward pose, and dramatic lighting create an almost spiritual sense of elevation — positioning the product as more than gear: it’s an escape.
Tagline:
“Experience Cloud Nine Comfort. Take Heavenly Steps With Eva Crescent Moon Foam Snowshoes.”
EVA Crescent Moon Foam Snowshoes — Feet Not Included Ad
Role: Art Director, Designer, Concept & Copywriting
Tools Used: Photoshop, Illustrator
Concept:
Feet Not Included takes a bold, minimalist turn to illustrate just how lightweight EVA Crescent Moon snowshoes really are. By swapping boots for bare feet, the ad leans into visual absurdity to make a clear statement: these shoes are so light, you’ll forget you’re even wearing them.
Paired with the cheeky caption — “(Feet not included with purchase)” — this ad uses humor, flat color, and unexpected composition to subvert outdoor gear tropes. It’s weird, punchy, and effective.
Takeaway:
Minimalist in form, maximalist in concept. The piece adds humor to the product narrative while still selling its core function: unreal comfort.
Tagline:
“Barefoot, But Better. Snowshoes That Won’t Weigh You Down With Eva Crescent Moon Foam Snowshoes — (Feet Not Included With Purchase)”
Campaign Takeaway:
By blending surreal visual language with tangible product benefits, Lighter than Life disrupts the traditional outdoor category and positions EVA Crescent Moon as an experience — not just equipment.