We developed The Edge, a content series built on core themes (risk, resilience, leadership and innovation) that would demonstrate the partnership and exchange between the two brands. With deep collaboration between all the relevant teams, we have delivered a multimedia strategy, produced work across platforms, and brought to life the achievements of McGill and Partners and GB Snowsport, two challenger brands that have each overcome formidable challenges to achieve staggering success over the past few years.

Since their founding in 2019, McGill and Partners have solidified their status as a disruptor in the insurance broking market and are now the world’s fastest growing insurance broker. They are at the forefront of technological development in the sector and stand out as innovators. Similarly, in recent years, GB Snowsport have seen a major turnaround in their fortunes, guided by ambitious leadership and the willingness to embrace new ways of thinking and training.

Where snowsports and insurance may on their face to have little in common, the two organisations share a great deal in terms of their recent histories and approach to chasing success. Both have seen meteoric rises over the past five years based on similar philosophies of pursuing managed risk, ambition and innovation. Our role was to create a campaign that would clearly bring the two together, uniting and communicating their brand narratives through bold, visually compelling storytelling.

The Edge content series has been wide-ranging. We have captured incredible video of Olympians and Paralympians both in action and sharing their stories off slope; these have been at the heart of our storytelling approach and the social assets we have created. We have also crafted interactive infographics and conducted interviews and Q&A sessions with business leaders and athletes side-by-side, showcasing their varying perspectives on the themes, as well as what both have in common and what they can learn from one another.

We also designed and built a new, dynamic communications platform (as a microsite housed within the McGill corporate website) including a clear and easily navigable landing page, to display The Edge content. Working across mediums and collaborating closely with McGill and GB Snowsport at every turn, we have been able to generate momentum that keeps them top-of-mind in a crowded market.

The rollout for The Edge series began in the final months of 2025, aligning with GB Snowsport’s competition season. In just the first two months after launching, social posts have earned over 13,000 organic impressions, with over 5,000 views and 1,400 engagements (an engagement rate of over 11% – qualified as ‘excellent’ across platforms). The landing page has also received over 500 unique visits. Reception has been extremely positive thus far from both the McGill and GB Snowsport communities, and we are anticipating an even stronger further upward trajectory as the series continues.

This remains very much a project in motion, with a second, longer season of content now confirmed for 2026. With the groundwork successfully laid, we are looking forward to communicating new (and bigger and bolder stories) in the upcoming season, supported by an expanded hub and live events.