I've always been passionate about the outdoors and wanted to do a spot that reflected that. While there are many ads out there that show the grit and sweat that athletes endure, we wanted to create a cinematic spot that showed the more poetic, internal struggle that athletes face. We adapted one of my favorite poems by Charles Bukowski, and spent a weekend holding RED cameras off of icy cliffs, hanging out of Jeeps with stabilizers, and filming on frozen mountain tops at 5 am. It was so cold that I even had to spray some of our athletes with a water bottle to make it look like they were sweating!