To launch Swedish Match’ latest ski film we launched it at the only obvious place; the top of the mountain. It first dropped at 10,000 feet and over the course of two weeks it made its way down to sea level. The only way to watch it? Prove that you were at a higher altitude than the film.

By reaching the most hardcore of skiers first, who usually tends to have the largest following on social media, the word spread quickly as it descended down the mountain.