The "ski porn" trend, where ski and snowboard films just show sick lines and jumps, has faded into a new age of storytelling and artistic rendering.
"All.I.Can" does its best to be authentic and progressive in its quest to increase environmental awareness by producing ski movies.
Sherpas Cinema spend two years creating All.I.Can, which covers five countries and features ore than 15 skiers.
"The time has come for a ski film that stands for something," said Jess Smith, communications manager. "Sherpas Cinema ... unite(s) spectacular cinematography with creative cinematic language to fuse passion for skiing with motivation for green initiatives and forward thinking. In bringing the planet to life and drawing parallels between daily existence, they find a common ground between the global situation and the real individual."
The company has been around for eight years and has striven to set itself apart from typical ski movies by adding "artistic flare and motives of environmental and educational consciousness."
Their latest involves an emotional journey from the personal to the universal perspective. Through three areas of focus, the film emphasizes: 1) the "all" that has impacted the world in a natural and anthropogenic sense, 2) what individuals in mountain cultures see as issues, and 3) what changes we can strive to make globally and in our personal lives.
"We feel like we need to be doing less of this and less of that. But I don't think it's about doing less, it's about doing more," said featured athlete JP Auclair.
Though educational, the movie uses adrenaline-filled, inspired action to drive home its point.
"The incredible natural cinematography, integrated music and structural components of the film have melded together in a chillingly awe-inspiring presentation of various layers, messages and stories," Smith said. "Taking ski filmmaking to an entirely new level, the Sherpas are going beyond tricks and big lines and injecting a sense of morality and social responsibility."
The geography of the film takes viewers from Chile to Greenland, leaving an appreciating for what the planet offers and what we stand to lose.
The film premiered in Whistler, British Columbia and is set to hit 64 cities worldwide.
"Without human understanding, appreciation and cooperation, this world may continue on a downward spiral," Smith said. "'All.I.Can' strives to unite global mountain culture as the leaders of a revolution. Sherpas Cinema aims to inspire the films viewers to do all they can for the environment and provide motivation to take that first tiny step in the right direction."