Electric announces launch of ‘ATRAMENTAL’ campaign

From Electric via Vimeo:

Amongst the jagged peaks of B.C., hidden by a dense smothering of Canadian Pines, there is an uncommon freedom, a sense of being alone in Mother Nature’s savage embrace. Big, empty, frozen and unforgiving. We are paparazzi in the presence of snowboarding’s Mafia, a meeting of the Dons. It is quickly understood why these mountain folk, raised by ice, wind and fire are some of the most humble humans we have had the pleasure of being surrounded by.

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More on the campaign provided in the press release below:

SAN CLEMENTE, CA – Electric announced today the launch of the ‘Atramental’ campaign.

2013 brings a revitalized Electric identity, reengineered logo, expanded product lines and a newly launched website. With the evolu- tion of the brand comes the launch of the ‘Atramental’ campaign. Derived from the process ‘to atrament’, turning an object to black, ‘Atramental’ focuses on a pure and honest form of documentation.

“The elevation of the brand required a more sophisticated, timeless and truthful approach. The new campaign strives to capture moments rather than forcing unnatural situations. The return to black and white imagery is a natural evolution to the brands future, but continues to pay homage to Electric’s past.” – Jack Bailey, Electric Creative Director

The ‘Atramental’ campaign features uncompromised imagery of such artists as Parisian based photographer Dominic Hayden Rawle, whose passion and talents have led him to shoot for such iconic fashion publications as Vogue Hommes, W Magazine, and Nylon Magazine. Filmmaker and Electric brand ambassador Mark Choiniere will also play a large role in bringing the campaign to life. Mark’s raw and unique approach to storytelling is the perfect compliment to Dominic’s iconic stills.

 

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