The 2014 Olympic Winter Games brought along a massive push in the advertising industry as brands jockeyed for visibility in the pre Sochi hype. Freeride Entertainment had the pleasure of collaborating with our friends at studio m in Toronto, to bring to life the vision of Corey Friesen, Under Armour Canada's Director of Marketing, with a spot that defied the conventional. Snowboarding and hockey together.
Nothing says "Canada" more than that.
The next challenge was to get the people, gear and talent to a location that was about as removed from any major film marketplace as it gets. It is always a tough one when you are working away from resources and have to make sure every detail is in place before you arrive. There would be no quick couriers for last minute equipment or props. A convoy of production equipment and gear would set off to BC’s interior from Vancouver, and there would be no looking back.
We were extremely happy when we were able to make it to Big White, get a weather window and pull the shoot off. For those who know, Big White is particularly susceptible to fog as it's the only large mountain on a high plateau. Weather is always the biggest game in mountain production.
"Directing a shoot of this magnitude can often be full of obstacles. Weather, light, snow conditions, you name it. With luck, and persistence, most people in my position would survive it, but it takes a dedicated, seasoned and inspired team of industry pros working with you to make it into something great. Freeride Entertainment were those pros. It's rare to meet a group of talented people like this that are willing to do what it takes, no matter what the cost, to get the shot. From the moment we began to collaborate, it was obvious that they were team players, willing to drop all egos at the door and dive right into the creative. This was my first time working with them. But it won’t be my last." - Bryan Reid, Creative Director, studio m