The ski area and its agency Cactus are cutting through ski-industry excess with “No B.S. Just Skiing,” a campaign celebrating pure, no-frills mountain life. Aimed squarely at skiers who value terrain over trappings, the work swaps spas and VIP lines for steep runs and real community—summed up by the rallying cry “More ski, less resort.” Featuring punchy 15-second films and print that showcase Arapahoe Basin’s slopes, the campaign reaffirms the resort’s identity as Colorado’s most authentic ski destination—first to open, last to close and proudly unapologetic.