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Shooting a banger 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. We sent Mitch Chubey up Mt. Seymour to hit a massive snow booter for the first time. Oh, and we lost the overhead lights at 11:45pm. No pressure. Check the behind the scenes video to see what it took to make the Race Face Atlas Cockpit ad with the parts frozen in ice!

Behind the Scenes Video

Check out some photos from the shoot that make up the composite ad. Freezing the components into blocks of ice is pretty freaking sweet, not to mention Chubey blasting a big snow booter with minimal lights and blinding flashes!

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