The Brief for FATMAP
FATMAP is a cutting edge 3D mapping tool for outdoor activities, specifically skiing, hiking and biking. Designed using 3D gaming and mobile technology – it shows you the landscape as it is in real life and uses GPS to accurately locate you, meaning that reliable navigation is easy.
Our brief was to create video content to launch the app and demonstrate FATMAP’s ability to seamlessly enrich the experience of any person embarking on a skiing holiday. It needed to be an expression of adventure in a way that felt human and organic, not clinical and instructional.
Our Approach
We decided to follow the stories of three different characters or groups of people as they spend a day exploring the mountains in their own way. These characters would each represent the spectrum of people found on the slopes, and emphasise the ways the app can enhance their individual adventures.
It was vital that the action felt as authentic and relatable to the leisurely skier as it would to the thrill seeking back-country adventurer. We were conscious of allowing natural moments to play out and the strong visceral elements of a skiing holiday to breathe through the film. Gear prep, snow, hot drinks, warm hands, cold faces: these are all the sensory notes that people associate with a skiing holiday and our visual approach sought to convey these realistic elements with a sense of intimate cinematic observation.
The narrative structure for each character would follow a similar pattern of waking up and preparation, composure before their first run, and soaking in the mountain atmosphere. This would show how the app can be tailored to the ambitions of different people.
We would then juxtapose the different moments of these characters’ adventures in the edit – showing a series of vignettes that, while different in nature, show a collective enjoyment of the mountain. Ultimately, this film should so clearly evoke the joy of the mountain that any viewer will want to immediately pick up their skis, hit the slopes and most importantly, do it with the FATMAP app.
A Line in the Snow – Greenland
On the one of the wildest coastlines on Earth, a group of four skiers plan to climb and ski new routes. Setting out from a small Inuit village, and with very little recorded information available, they hope FATMAP’s mapping technology can help them commit to ski down faces they haven’t seen.
Featuring glorious footage of a rarely visited region, we were able to work with FATMAP again on this documentary, giving viewers a glimpse into the stunning, endless mountain ranges of East Greenland; showing how FATMAP can completely transforms the possibilities of exploring and skiing in such remote locations.
