One of the challenges of shooting a print ad in Vancouver in January… ugh, weather. With a looming ad deadline, we put our heads together to develop a winter riding concept embracing the snow. The Off season ad and video was shot in partnership with Mt. Seymour featuring the skills of Slopestyle athlete Mitch Chubey hucking a snow booter. For a cohesive look, the product was professionally frozen into large blocks of ice. A behind the scenes video of this slightly risky undertaking was filmed to round out the campaign. View Video

My role: Overall planning and execution of concept, planning and logistics with Mt Seymour, sourcing and logistics with ice sculpture professional, on location oversight at location and studio shoots, final ad and video sign-off.

Credits: Sam Richards (concept), Sterling Lorence (ice sculpture studio photography), Margus Riga (riding photography), Connor McLeod (video), Dan Fong (print ad production).