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.