Off Season - Your Argument Is Invalid

Feb 25, 2013 at 19:09
by Race Face  
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.

Views: 11,439    Faves: 70    Comments: 4


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.

Atlas Components in Ice Cubes
  Dare you to lick one!

Atlas Stems in Ice

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. Like us to find out more details.

photo
  A couple of quick practice runs before the overhead lights were scheduled to go off at 11:45pm.

photo
  Lights Out! No pressure Chubey.

photo
  Chubey nailed it, every time, like a pro.

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

Author Info:
raceface avatar

Member since Mar 20, 2007
118 articles

62 Comments
  • 84 2
 That's a 'cool' idea...
  • 12 11
 whoaa i skii their almost every day!
  • 7 3
 i see what you did there
  • 37 1
 I 'ski' what you did there...
  • 15 0
 @ danonow, if I come visit does that mean you can 'snow' us around?
  • 8 0
 A guide would be good... I would piste off if I got lost
  • 2 1
 if this would be a photo session, you guys would all be winning bags! of course accept the skier Smile
  • 4 0
 @ spoonyman, icy what you did there... Wink
  • 2 0
 But if @danonow does show us around. Will you promise not to make it to "boarding"?


Did it work? Haha
  • 1 1
 I don't think it does work yeti, I think it it needs more work before it's ready
  • 47 0
 That's how I stored my bike for the winter. When it melts - It's time to ride!
  • 2 0
 hahaha good one!
  • 5 24
flag guigui333 (Feb 25, 2013 at 21:59) (Below Threshold)
 haha i stored mine like that too
  • 16 3
 oh you silly canadians haha
  • 10 0
 Mine didn't melt.
  • 27 3
 Haha...argument is invalid...let me just get special permission from the mountain and have a professional photo crew bring lights in at 10 at night.
  • 1 0
 there are mountains that have mtn bike days during winter. just so happens the mountain i manage the mtn biking at. oak mountain in speculator ny. we have a blast in winter. races and freering.
  • 1 0
 Depending on the situation, I guess, it might not be that hard to get time on the hill after hours permission. I'm from Northern Michigan, and a good crew and I had a photo session at Nubs Nob, lights were on for us, and one warming hut unlocked WITH heat on. They even supplied us, and one willing Nubs crew worker to stay and shuttle us hot laps with a resort snowmobile. We stayed until about 1 or 2 am that night. One beautiful quater pipe, one half shadowed half pipe, a full park. We just threw up some letters spelling Nubs Nob in most of our shots. A little free advertising for them. Now I was not the one who came up with the fine print and details, but I was apart of the whole thing. Makes you feel a VIP Pro Status, and a little ego boost to help slay the park beast. This video is a little bit higher scale than ours though, equipment and company backing wise.
  • 1 0
 Thats awesome! I wish my home mountains were like that. They see a bike and cringe haha. I just wanted to state that when they say your argument is invalid for not riding in the middle of the winter is, well, completely valid on a very basic level.
  • 14 1
 This is such a creative way to advertise! Great job!
  • 5 16
flag Protour (Feb 26, 2013 at 0:58) (Below Threshold)
 It also strengthens the parts. Freezing the aluminum for extended periods of time reinforces the integrity of the grain structure and makes it less likely to crack in the long run. It's sorta like heat-treating but the opposite concept that produces the same result; similar to the differences yet similarities between water fusion generated energy and nuclear fusion generated energy.
  • 6 0
 Protour im pretty sure there not doing this for all the products...
  • 6 6
 Yeah I know...it's just a limited batch intended for the guys competing in events like Rampage...pretty cool though.
  • 12 0
 Only in Canada eh
  • 7 0
 The marketing person behind this campaign should get a raise Asap. Freezing the product line in ice cubes is ingenuous visual.
  • 5 1
 Brilliant ad from one of the best companies not only in the bike world but the outdoor industry as a whole. If Race Face started producing frames it would be a dream come true.
  • 6 0
 But then what would Rocky Mountain do???
  • 1 8
flag nouser (Feb 26, 2013 at 4:01) (Below Threshold)
 SDKmann Race face doesn't produce frames , Mitch Chubbey ride for morpheus !
  • 2 1
 @Doudelidoulebikerfou , SDKmann said "IF" Race Face made frames, it'd be a dream come true. And I 100% agree with him, but would be saddened because I am Also a Rocky Mountain fan @phatone17
  • 1 0
 yeah i'm pretty sure if RaceFace started making frames, it means that Rocky Mountain got bought, but I'm not super privy to their business.
  • 7 1
 Competition- crushed or cubed? Awesome way to feature products, way to think inside of the box.
  • 2 0
 It's a small detail, but the photog was wearing a sombrio beanie...the marketing manager at raceface has got it 99% spot on, and own gaoled that last little detail. He should have pulled the sombrio hat, burnt it and made him wear RF, after all he was being paid to do it....
  • 2 0
 any three's off that ice kicker?, those are so sketchy, a buddy of mine actually broke his back years on one years ago, no studs tho.... but thats how we roll in Canada.
  • 2 0
 Very nice! You guys have some style! I love the idea, and editing. Please post some extra large photos
  • 1 0
 Great video and idea...not only did this video get me amped to ride but got my creative juices flowing as well! Thanks guys!!
  • 1 0
 few weeks ago we were racing concrete toboggans down mt seymour. now this? awesome.
  • 2 0
 Great job guys! All around fantastic ad. Raceface for life!
  • 1 0
 Prity sure it's just frozen water! Way up here in Canada we get rain....and that's water too!? Smile
Just sayin
  • 1 0
 That was filmed on seymor
  • 2 0
 Yup, that's the jump I dislocated my shoulder on last week.
  • 3 2
 Now, it looks like the components work great in snow, but how will they work in mud?
  • 1 0
 Good Job ATLAS, You are doing it Right. Even some people will make fun about the comments...
  • 2 0
 Nice photo! And the RF goodies don`t need commenting at all.
  • 2 0
 Nice work gentlemen~! Entertaining vid - great concept. Banger Margus!!
  • 1 0
 It is a nice image but let's see them do the same thing in UK February slop.
  • 2 0
 RACEFACE RULES. LONG LIVE RACEFACE.
  • 1 0
 Really dig the Product placement with the ice blocks for the camera shoot. Good job Race Face Team.
  • 2 1
 WTF i was literally just up Seymour shreddin!
  • 1 0
 THIS GOOD KEEP EVERYONE STOKED UP .
  • 1 0
 Such a good idea, love that final picture!
  • 1 0
 Very nice shots + great behind the scene
  • 1 0
 The stems in ice is a sweet shot by itself.
  • 1 0
 try this at vail resorts! pffft no chance!
  • 1 0
 out of the box ... cool
  • 1 0
 such a good idea
  • 1 0
 Love these guys...
  • 1 1
 Ha that's such a kool Idea so sick looks like alot of fun
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