Cannes Lions
SID LEE, Montreal / THE NORTH FACE / 2017
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The film asks the question, “What is madness?” We see extreme athletes pushing themselves to the limits of what is humanly possible. We see alpinists, rock climbers, soloists, skiers, snowboarders and ultramarathon runners stumble, persist and reach new heights. Throughout the film, titles challenge the viewer’s perceptions of what they are seeing. The piece culminates with the idea that what looks at first glance like 50 years of madenss is actually progress.
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