New concepts take a while to stick — research says it can take up to 10 years for a new concepts to reach critical mass. Right now, we’re in one of most exciting stages of cold water surfing. In fact, at Finisterre, we’ve dedicated a whole business around it, 12 months out of the year and for over 10 years. There is nothing more we believe in than perfect, uncrowded cold water waves and building the products you need to get to these waves.
Simplistically, there are four ways to get a new concept across — imagery, copy, conversation, and film. We can use our imagery, copy, and conversation, but if we can truly capture what CWS means to us and project it through film, we may just be able to reach more people… just maybe. Edges of Sanity is this. It is over a year’s work. Working with film director Chris McClean to get in there, as close as possible, on the creative direction, including storyboarding the scenes. Then working with CJ Mirra on sound to bring it to life. And a poem written by Dan Crockett, narrated by none other than actor Charles Dance (Charles was such a lovely guy, so cool, and the type of guy that just gets life). The list of people and teams we worked with goes on.
This is one of my proudest moments, working among this group of guys, out in the middle of nowhere, with negative temperatures, frigid waves pounding, tents flapping, fingers numb, food sparse. Yet everyone still brought it. If you asked me how we made this, I’d probably chuckle and then respond: belief. Belief is an infectious thing — thank you to everyone that brought it.
For more information on Finisterre’s CWS initiative and collection, check out the website.
