Travel Alberta Behind The Scenes

For the greater half of 2017, Sherpas Cinema worked alongside Calgary, AB-based ad agency, Critical Mass on a joint production for a reboot of Travel Alberta’s iconic campaign, “Remember to Breathe.” The campaign showcased the stunning landscapes and lifestyles of the province through separate summer and winter focused content. Travel Alberta has updated its strategy to appeal to adventure-hungry millennials who value spontaneity and shareable experiences, both in domestic and foreign markets. The campaign highlights breathtaking visuals from around the province, adventure and lifestyle moments across a variety of activities ranging from festivals to action sports, and aims to put travellers at the centre of the action.

The project was challenging in many facets. Amid large crews and extremely technical setups, the crew faced temperatures ranging from -40 to +35 C.

The entire campaign was shot on the RED 8K Weapon, with additional technical setups including the ShotOver F1, FreeFly Systems, DJI Inspire 2, and countless rigging scenarios MacGyver’d by the Sherpas in the Alberta backcountry: cranes on speedboats, lowering camera setups into canyons, to mounting virtual reality cameras on technical ice climbs. The Sherpas worked hard as the production services provider to give that campaign our signature style.

Travel Alberta’s “READY” allowed us to revisit and showcase some of our favourite areas in Alberta. Specific locations include: Kananaskis Country, Lake Louise, Banff, Jasper, Waterton Lakes National Park, Drumheller, Calgary, Dinosaur Provincial Park, Edmonton, Peace River and a ShotOver F1 flight through the length of the Canadian Rockies.

Canada is truly an amazing country, even as Canadians we’re continually blown away by idyllic scenery and amazing people. Our thanks go out all those involved along the way across this entire production.

Photography: Mike Seehagel 


Client: Travel Alberta

Agency: Critical Mass

Agency Producer: Evonna Sweis

Art Director: Jordan Natyshen

Creative Director: Christiaan Welzel

Prod House: Sherpa Cinema / Critical Mass Studio

Director: Scott Malo

Executive Producer: Alissa Hansen

Producer: Malcolm Sangster

Line Producer: Roland Eksteins, Amanda Duke

DOP: Leo Hoorn

Second Unit: Eric Crosland, Jake Dyson, Dave Mossop

First AC:  Clay Mitchell

Editorial: Saints

Editor: Mark Paiva

Assistant Editor: Michael Ofori-Attah

Colourist: Wade Odlum

Flame Artist: Ernest Mordak

dave is super cool