Pinheiro

Presenting Pinheiro, a portrait of the modern skier and part of Atomic’s vision for the future of ski racing.

Soul is part one of a four part series profiling Lucas Pinheiro Braathen, the sport’s most exciting character. A celebration of skiing and our tribute to a time when skiers were rockstars and skied with their hair loose… “Honor the different, different is cool…”

The strive to improve and to perfection provides the main plot for this series, showcasing what it takes to become a complete skier – besides training and racing. This project is about opening the world of skiing to new people. A whole new generation of fans and people.

Directed by Thomas Dunzendorfer (Austria)