As the first mobile app-based pass system in skiing, Vail Resorts' new My Epic app allows skiers and riders the ability to manage tickets and catch the lift all from their phone—without ever needing to pull out a physical pass.  

Tasked with updating the actual UI itself, we then brought the product to life through a launch campaign based on the simple idea of “unlocking more.” My Epic unlocks more of the mountain—more runs, more trips back up, more friends, more views, more snow and more memories.