Sure, ‘boarders love to give the appearance that they don’t give a crap. But don’t be fooled… for underneath their baggy exterior you’ll find one serious athlete. With this campaign we wanted to glorify the yellow snow sports junkie in a way you don’t tend to see. Well, you didn’t tend to at the time we did it. All ‘signature moves’ were captured in camera with LED lights attached to both athlete and board – or skis.