Client
Atomic Austria GmbH
Campaign
Pinheiro
Services
Concept
Production
Challenge
Lucas Braathen in Focus: The Story Behind ‘Pinheiro’”
The four-part documentary “Pinheiro” was much more than just a series about an athlete; it was an in-depth exploration of the relentless pursuit of improvement and the quest for perfection. Through Lucas Braathen’s journey, the series illuminated the complex path to becoming a complete skier, showcasing not only the intense training and nerve-wracking races but also the passion and dedication that shaped this journey.
However, “Pinheiro” went beyond skiing. The documentary explored the unexpected yet profound connection between skiing and fashion—a combination that might seem unusual at first but ultimately proved to be a powerful fusion of style, performance, and individuality. And who better to embody this connection than Lucas Braathen, an athlete who unites both technical mastery in skiing and a keen sense of personal style.
This project was filmed throughout the entire 2022/2023 season—a season marked by the most intense highs and lows imaginable. Each episode was planned spontaneously and adapted to the unpredictable twists of the season to capture the full spectrum of Lucas’s journey. The result was a documentary that told the complete story, reflecting the resilience and determination required not just to survive, but to triumph in professional sports.
The outcome
Results
“Pinheiro” became the most successful athlete project ever realized by Atomic, achieving an impressive reach. The project inspired a new audience and solidified Lucas Braathen’s position as an outstanding figure in skiing, making the world of skiing accessible to a wide audience.
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