Southbound 5

Swedish Match

There isn’t really a need for another montage of hucks and spins and park segments within the endless sea of freeski content. So, to further engage General Snus with the freesking community, we made a film about the skiers themselves — a film about the people, who happen to be skiers.

First, we hosted an online contest to find the five best amateur skiers in the US. Then, we took the winners on a two-week excursion through the Andes in Chile, capturing their progression as skiers and getting to know them on a personal level. By showcasing these unknown talents, we were able to connect the brand with the community in a new, natural and exciting way.