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I am a pro snowboarder and also working in the creative field and although this campaign might be seen as "beautiful" (it is- i think) it´s failed horribly. Things have actually gotten worse but basically ever since nike acg ran snowboard specific advertisment, the opinion-leading core of snowboarding have laughed at the campaigns. They are made from art directors for art directors in a "fuck the client´s ambitions" sort of way. They have nothing to do with what snowboarding enthusiasts are appealed by.