The Drop Shadow project emerged during the World Heli Challenge in New Zealand, at a time when Wanaka had become a gathering point for the international snowboard scene. To give the newly founded BudderUp label visibility, we teamed up with friends and locals to set up an improvised street spot right in the center of Wanaka — complete with delivered snow and a spontaneous night session.

By projecting the BudderUp icon in a light‑and‑shadow style, the logo spread like wildfire: almost every photo taken by the attending photographers carried the branding, and the action quickly found its way into social media and magazines. It was a true guerrilla moment that instantly put BudderUp on the map within the scene.