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Content Essence

Photo, video, or audio, the content we capture and share with the world is what brings our brand to life. It is our unique visual identity, our brand being human and vulnerable. An honest expression of our brand’s raw personality, attitude, authenticity, and tone. Creating a multi-sensory experience, awakening the senses of our primary audience: the Radical Outsider.


Explore the content elements

Key Attributes
People
Planet
Sport
Product

Content Key Attributes

Our content has a job to do and it boils down to these three key attributes: People, Planet, Sport. To awaken senses through feelings, experiences, and inspiration.

People [BIG HUMAN]

Evoke visual emotion and adopt a photojournalistic approach centered on people’s experiences, immersing the viewer into the scene. Utilizing wide-angle lenses will help achieve this.

Planet [BIG NATURE]

Capture the essence of the outdoors through a “snowboarder’s” unique perspective, emphasizing the juxtaposition of vast landscapes with a small human presence. Utilize raw and emotive storytelling techniques, focusing on sensory experiences and unexpected moments, creating transportive and powerful imagery.

Sport [BIG CULTURE]

Capture the essence of the “snowboarders” unique outdoor mindset by awakening emotions and evoking feelings. Utilize spontaneity, movement, and energy, to tell stories, inviting viewers to feel immersed in the scene and transform perspectives.

People

Photojournalistic, Vibe, Inclusive Experience, Wide-angle Lens

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Make the viewer feel like they’re part of the scene.
Raw, authentic, expressive, and real moments.
Make the viewer feel like they’re part of the scene.
Human and Nature.

Human and Nature.

Human and Nature.
Human and Nature.
Raw, authentic, expressive.
Make the viewer feel the moment.
Raw, authentic, expressive, and real moments.

Planet

Big Nature, Emotion, Movement, “Snowboarders” Perspective

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Big Environment/Small Human.
Amplify elements of the environment in motion.
Big Environment/Small Human.

Tap into a “snowboarder’s” unique outdoor mindset.
Tracks in the snow to follow, creating a narrative.
Evoke emotion.

Transportive.

Tap into a “snowboarder’s” unique outdoor mindset.
Raw, authentic, expressive, and real moments.

Evoke emotion.
Transform perspectives.
Seek the unexpected.

Sport

Creative, Emotive, Bold, Riders Spirit

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Prioritize spontaneity over planning.
Seek the unexpected.
Capture movement and energy.
Make the viewer feel like they’re part of the scene.
Amplify elements and interaction with the environment.
Tap into a “snowboarder’s” unique outdoor mindset.
Capture movement and energy.

Make the viewer feel like they’re part of the scene.

Amplify elements and interaction with the environment.
Capture movement and energy.

Transform perspectives.

Tap into a “snowboarder’s” unique outdoor mindset.
Seek the unexpected.
Evoke emotion. Make you feel something.

Product

Unconventional, Attitude, Real, Bold, Welcoming

Studio

Utilize studio settings for non-narrative purposes, focus on technical and product details using white or light backgrounds. Ensure a variety of body types, skin tones, and styles among the talent while emphasizing strength and athleticism in their poses. Highlight product performance with detailed, close-up shots featuring interaction with the talent and the elements. Capture macro details like seams, stretch, and water droplets. Emphasize consumer benefits and expressive style. Experiment with cropping and movement for intrigue.

On-Location

Showcase products in their natural environment and intended use, emphasizing their interaction with the elements to convey technical performance. Use real, used equipment in natural settings to tell a compelling story, ensuring authenticity and relevance. Utilize motion blur and tight cropping to emphasize the products in motion, capturing speed and dynamism. Experiment with focused, tight shots from unique angles, including over-the-shoulder and point-of-view perspectives. Highlight key technical features and convey authenticity by capturing genuine moments.

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Build intrigue with cropping and movement to highlight specific features and design elements.
Capture macro details.

Focus on consumer benefits.

Convey technical performance by showing
the product interacting with the elements.
Capture expressive style utilizing the talent’s attitude as well as the product by itself.
Utilize studio for non-narrative needs such
as technical details and feature highlights.
Model poses strong athletic, strong, and determined.



Shoot talent motion blurred
and tighter cropped.



Other Activities: Motion blurred and tightly cropped, don’t show the activity so much as the products in motion.
Shoot real, used equipment out in the wild for the story. Avoid showing product on hangers or that appear lifeless.
Show equipment only in real intended
use interacting with the elements
Highlight key tech features.

Convey technical performance by showing
the equipment interacting with the elements.
Capture raw, authentic, expressive, real moments.

When possible, show the products/features in their natural environment and intended use.