Behind the scenes on Shaun White’s Oakley Beyond Reason campaign video

Comments by Jonathan Glass/

Think completing a Double Alley-Oop Backside Rodeo is hard? Try capturing and communicating its complexities on film. In this clip, Oakley provides the viewer with a behind the scenes look at what a day of filming with snowboard icon Shaun White – for a major company campaign (Beyond Reason – the original clip was released in October 2012) – looks like. From executing in the halfpipe to prepping for on-camera interviews, assessing what’s being created to determining what more is needed, it’s hardly a matter of just going through the motions. With a talent like Shaun, who’s a self-proclaimed perfectionist, and Oakley, a brand that prides itself on the highest production standards, only the very best will do.

This video was originally released in conjunction with a feature on Shaun in the new issue of One Icon, Oakley’s quarterly magazine which is produced for the iPad. (The issue is available for free download on iTunes: http://oak.ly/TLadOF)

Directed & Edited by Jamie Heinrich