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Video: Race Face wanted to create a new advert for their Atlas component range featuring team rider Mitch Chubey. When creating a killer advert sometimes it's not about sitting behind a computer with lots of fancy programs, cup of tea in hand and your feet nice and warm. Sometimes you need to head out into the dark and the cold to get the results you want. Here is a video about what went on behind the scenes to create the latest Race Face Atlas advert which will be featuring in the UK very soon.

Making of the Race Face Atlas Ad with Mitch Chubey - More Mountain Bike Videos

Here is what Race Face had to say about how the advert was created.

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 are going to be available on Race Face's Facebook very soon.

Thanks go to the staff at Mt. Seymour for the riding shot 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

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