Wilderness Kicked, Thanks to CGI

How do you connect with a niche audience of elite backcountry enthusiasts? You talk to Matt. Matt is Sukle's in-house CGI expert. For the 2012 Scarpa campaign, we asked Matt to create 3 of the world's premier mountains for backcountry destinations in CGI. Oh, and make them appear to be made of sand, dwindling away, moment by moment, in an hourglass.  No problem. He started by collecting data on the actual peaks. Multiple data points on longitude, latitude, altitude and slope of each mountain gave him a rough start. Then he masterfully filled in the details. (Matt watched a lot of Bob Ross as a kid.) You can watch his progress in the video above. Why an hourglass? The average life contains 26,320 days. If your preference is to spend as many of the remaining ones as possible in lonely territory with just you and the mountain, then you're part of an elite group of crazies. Aka, Scarpa fans. For backcountry athletes, it's not about quantity. It's about quality. They'd rather spend the whole day trudging up to the top of a mountain for one glorious ride than repeat the same predictable, crowded run. The hourglass concept acknowledges that there are only so many opportunities in life to make those memorable runs. By showing the precious sand running out, we connected the Scarpa brand with their passion for the sport. We didn't use ad space to talk about the stats on a particular product, even though there is plenty to brag about there. The retail folks do a good job of that. Our goal was to speak to what makes them different from the average weekender Joe or Jane. So the next time they're in a spot to choose a new boot, they'll know Scarpa gets it.