Shooting a banger print ad in perfect conditions is challenging. Shooting one in Vancouver's unpredictable January weather with a major deadline looming...nightmare. Rather than stage a summer themed ad and cross our fingers that Mother Nature would get on board, we opted to embrace the winter wonderland that is our backyard and sent Chubey up Mt. Seymour to send it on a massive snow booter for the first time. To make it even spicier, we froze the Atlas component line in 1200lbs of ice.
The full colour range of Atlas components was carefully mapped out and frozen, in stages, into 4 x 300lb blocks of crystal clear ice in circulation tanks. When the freezing process was complete, after approximately 4 days, the 1200lbs was cut down into more manageable blocks and transported to the studio to be photographed.
Once the product was shot, it was time to switch gears and nail the riding shot. As for the ice blocks, they slowly melted in a secret outdoor location over several days and will be up for grabs on FB.
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Huge props to the staff at Mt. Seymour and to Harold 'Ice man' Sawatzky (Ice Decor) for working so hard to bring our icy concept to life.
Ice Block Photos: Sterling Lorence Photography
Riding Photos: Margus Riga
Video: Connor MacLeod
Did it work? Haha
Just sayin