Nivis, a boutique skiwear company, producing limited runs of high-performing outerwear from prototypes designed in the USA and extensively tested on slopes around the world, has released its first brand campaign which includes this brand film titled “The Mountain Doesn’t Care.” It’s from the creative duo consisting of Geoff Castillo and Conor McFarland whose pedigree includes campaigns for the likes of Google, ESPN and Tito’s.
Castillo also served as the director of the film, which was shot in the El Colorado mountains of Chile with world-class skiers coordinated by La Casa Productions. Production partners include VFX studio Preymaker, Tilt for studio production, Overcoast for music and sound, and Cabin Editing.
The film evokes a feeling of challenging the mountain, capturing backcountry skiing in extreme conditions. Pairing the ski footage with VFX shots from Preymaker helped portray the mountain for the maximum impact, like in the opening shot which dramatizes the mountain as a character within a surreal stage setting. And in-studio shots done at Tilt deployed miniatures, props and rear projection techniques to achieve unique visual touchpoints throughout the piece.
“Our challenge was to match the extreme work/play attitude of Nivis’ customers with a product that was designed to keep up with them on the slopes. In a category that has leaned toward streetwear and after-ski parties, our message is a reminder that Mother Nature is absolutely ambivalent about your aspirations or your desire for a “good time” on the mountain,” said Castillo. “By showing how harsh and indifferent conditions can be on the mountain with “the mountain doesn’t care,” we are positioning Nivis as the brand who cares immensely down to the last detail.”
“The idea for the film really resonated with me and we think it encapsulates what the hardcore skier or rider feels out there,” said Nivis CEO Carter Ramos. “We want to be the guys who protect you no matter what mountain you’re facing.”
