As we've already seen, Nike Snowboarding don't do things by half measures... and recruiting an artist for their Never Not project is no exception.
Not content with a sweet roster of riders, they've brought in skate legend and Dogtown OG Natas Kaupas to work on the graphics this year - and in sequence 13 of 19 we get to hear a little bit of his perspective on the energy and perseverance that goes into an artistic process.
It's great to see that there's more going on behind the scenes than a solo guy sitting at a computer, and Natas here has been getting stuck in with some real physical technique for his visuals - aspiring artists pay attention...
If you're sitting there wondering what Never Not is, where have you been? Sort yourself out and download the full movie from the iTunes store.