The Easy versus Hard campaign was one of the most successful marketing efforts ever produced at K2. Two years after its launch, it's still one of the top lead generators for the company. It just goes to show that sometimes the simplest ideas can be the best.

The campaign was hatched and produced by just a few of us who figured that a concrete, powerful experiment could go a long way in making a case for a new product we were getting set to release.

Roles: creative director, producer