Focusing in on the “20 Years Of Park Development” marketing concept this year, we set out to create a print ad campaign that would showcase four of our pro team riders and highlight four main themes: innovation, creativity, style and history. For the second ad, we focused on creativity and one of Bear Mountain’s most stylish riders, Joe Sexton. Photographer, Rob Mathis captured this shot at Bear Mountain during a photo and film shoot for the Stepchild/Thirtytwo team movie, This Video Sucks. This down-flat-down elbow rail is a very creative design and it’s known around the mountain as the “Hellbow” rail as it’s a nasty one to nail a trick on. All four ads in this campaign have the riders interacting with their photos. The idea behind this ad is that Joe is drawing out his shot in a sketchbook.