"My Ikon: My Joy" is an official Nominee in the 28th Annual Webby Awards, selected as one of five campaigns in the Health & Wellness category. Out of the 13,000 projects submitted from around the world, Nominees are among the top 12% selected.
In this doc-style brand film for Alterra x Ikon Pass, Directors Frank Pickell & Amy Sabreen, working with Editor Mathison Davis, explore the intersection of science and joy that come together on the slopes.
Working with a dream team of top scientists and professional athletes, Yuki Kadono and Madison Rose Ostergren, this short film dives into the biology and psychology of joy, what occurs in our bodies and brains during that unmistakable mountain high, and why we continue chasing this spark time and time again.
Learn more about the My Ikon: My Joy campaign in our case study.