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Top of the Devil's Staircase — Winter Del. 1/22

20 May 2022

Released Friday 20 May 2022, 6:30pm AEST

In May 2022 GEEDUP made its first trip to New Zealand. The team flew in through Auckland and on to Queenstown with one job: shoot the Winter Del. 1/22 campaign at the top of the Devil's Staircase, above the clouds outside town.

A helicopter, side-by-side buggies, drones and a pair of huskies went up with them. There was no snow. In the words of GEEDUP's own vlog, the show went on.

Drone shot over alpine tussock; a buggy flying a GEEDUP flag; two huskies; a GEEDUP-branded helicopter lands beside a masked crew on a mountain summit. — Winter Del. 1/22 campaign film, Devil's Staircase, Queenstown, May 2022.

BTS film — GEEDUP-branded helicopter flying over Queenstown — Winter Del.1/22, Queenstown — Behind the scenes — the GEEDUP helicopter over Queenstown

Above the clouds

Posts tagged at Queenstown and the Devil's Staircase started landing on 11 May, showing what the crew found at the top: a cloud inversion below the ridgeline, a helicopter wearing the GEEDUP logo on the pad, and two huskies on leads beside the models.

The first frame from the summit set the tone: “There’s a reason why we’re at the forefront.”

Release night

Winter Del. 1/22 was billed as the first and biggest drop of the season, set for Friday 20 May 2022 at 6:30pm AEST. Before it landed, the team sat down in Auckland with the Mai FM morning crew.

The countdown ran through release day to “Strap in lads, 45 mins til showtime.” Later that night GEEDUP posted “SOLD OUT // TAKE A SEAT”.

Trip reel: an Air New Zealand plane, a GEEDUP-branded helicopter in a hangar, the helicopter flying above a layer of cloud, an ice bar and hot pools. — Less than 24 hours to go

After the drop

Two days later the team was processing orders from 7am, and some of that work happened on the road: that Monday GEEDUP posted the team on laptops on a lodge deck, location-tagged Queenstown.

The caption kept it simple: “Friday we put multiple metric tonnes of A-Grade cotton online. Monday we packaged it all and distributed it across the globe.”

The Queenstown vlog

On 29 May the full Queenstown vlog went up on YouTube: 28 minutes that GEEDUP called “arguably the best campaign video to date”, made by a crew that “only ever went with intentions to win, conquer & create”.

Queenstown NZ Vlog — GEEDUP on YouTube, May 2022

Auckland, part two

The tour carried on north. In the Auckland vlog, posted on 22 June, GEEDUP takes its top New Zealand customers to dinner “as a token of our appreciation”, and supporters stop the crew for photos around the city. It closes on a promise to return for a pop-up tour.

In between came one more frame from above the clouds: “Spent a decade on the blueprint.”

Auckland Vlog — GEEDUP on YouTube, Jun 2022

Crew — @pacogeedup, @yasirsungkar, @trevene.patrick, @kreezyvisions, @nnickoo_c, @kev_blindside

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Top of the Devil's Staircase — Winter Del. 1/22

Above the clouds

Release night

After the drop

The Queenstown vlog

Auckland, part two

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Above the clouds

Release night

After the drop

The Queenstown vlog

Auckland, part two

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Winter Del. 1/22 — Lookbook

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