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Faction
'Aikyam'
5 March 2024 5 mins 08s
Time to snow home.
by Andrew MacGregor

To say Max Lowe loves mountains would be an understatement. His recent commercial for Yeti took viewers up Granite Peak in Montana, but this Faction spot goes to Jammu and Kashmir in India—home of Gulmarg ski resort. Vasu Sojitra, a professional athlete and disability activist, wants to see what his home country's slopes are made of.

Born in India and raised in the United States, Sojitra had his right leg amputated when he was nine months old. Not only does this commercial celebrate Indian ski culture, it shows that disability and adventure are not mutually exclusive. Cold comfort from Sojitra, Lowe, and his crew in the best possible way.

Music: Jammu and Kashmir, India

Product Category: Sportswear

Territory: USA



Director: Max Lowe
Producer: Nick Boak / Max Lowe
EP: Hanne Davis / Henrik Lampert
DOP: Max Lowe / Chris Murphy
Editor: Sam Hedlund
Starring: Vasu Sojitra

  Faction - 'Aikyam'


Faction
'Aikyam'
5 March 2024 5 mins 08s

Time to snow home.

To say Max Lowe loves mountains would be an understatement. His recent commercial for Yeti took viewers up Granite Peak in Montana, but this Faction spot goes to Jammu and Kashmir in India—home of Gulmarg ski resort. Vasu Sojitra, a professional athlete and disability activist, wants to see what his home country's slopes are made of.

Born in India and raised in the United States, Sojitra had his right leg amputated when he was nine months old. Not only does this commercial celebrate Indian ski culture, it shows that disability and adventure are not mutually exclusive. Cold comfort from Sojitra, Lowe, and his crew in the best possible way.

Music: Jammu and Kashmir, India

Product Category: Sportswear

Territory: USA



Director: Max Lowe
Producer: Nick Boak / Max Lowe
EP: Hanne Davis / Henrik Lampert
DOP: Max Lowe / Chris Murphy
Editor: Sam Hedlund
Starring: Vasu Sojitra

Faction 5 March 2024
'Aikyam' 5 mins 08s

Time to snow home.

by Andrew MacGregor

To say Max Lowe loves mountains would be an understatement. His recent commercial for Yeti took viewers up Granite Peak in Montana, but this Faction spot goes to Jammu and Kashmir in India—home of Gulmarg ski resort. Vasu Sojitra, a professional athlete and disability activist, wants to see what his home country's slopes are made of.

Born in India and raised in the United States, Sojitra had his right leg amputated when he was nine months old. Not only does this commercial celebrate Indian ski culture, it shows that disability and adventure are not mutually exclusive. Cold comfort from Sojitra, Lowe, and his crew in the best possible way.

Music: Jammu and Kashmir, India

Product Category: Sportswear

Territory: USA



Director: Max Lowe
Producer: Nick Boak / Max Lowe
EP: Hanne Davis / Henrik Lampert
DOP: Max Lowe / Chris Murphy
Editor: Sam Hedlund
Starring: Vasu Sojitra