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Antti Autti was born to be a snowboarder. The 35 year old Finnish rider is probably more comfortable sliding sideways down a mountain than walking along a sidewalk. He started snowboarding at age ten in Rovaniemi, Finland at Ounasvaara ski resort. It didn’t take long after that for Autti to surge to the forefront of snowboarding’s competition scene. That is, until he decided to pivot from competitive snowboarding in pursuit of filming his own projects where he prioritized creative control.
In the last 10 years brands and athletes have had to experiment with their exposure equation in an effort to hack the newly evolving social media landscape. Red Bull has notably been ahead of the curve in this competition for attention. In a time when ski and snowboard media was limited to an annual spotlight display on the big screen via full length film productions, the energy drink company turned athlete manufacturer pioneered the webisode content model with projects like Tracking Eero (2010), Brothers On The Run (2012), and Keep Your Tips Up (2015). Michelle Parker’s new season of Originate features the next step in ski media progression: a male, female, ski, and snowboard crossover in a web series hosted by an athlete’s brand and not a production company.
There seems to be a direct correlation between sliding on snow and creating art. A lot of snow sport pros also dabble (or excel) in the world of artistic expression. In fact, there are too many adventure sport athletes who relish artistic creation outside of their sport for it to be an anomaly. That much is rather obvious, and Eric Pollard‘s film “Drawn From Here” addresses that relationship in the opening couple of minutes alone.
The Expedition Journal 