The moment we heard Adi’s plans, we knew that his intention of documenting the experience is a great Meta example, so we decided to sponsor the entire trip. Even if Adi is not directly involved in the race, he set himself a very difficult task, one that exceeds his limits, and those of his camera as well. This is what it’s like to #beameta: travelling to one of the most merciless places on Earth to shoot an experience that battles the mind and the human capacity to keep it under control when it starts creating its own reality.
The experience involved following Vlad on his trip to the North Pole, participating in his training and preparations for the marathon, as well as being by his side throughout the race. This happened from the back of a car that supervised him, since the participants are not allowed to come in contact with anybody. Adi confronted the harshest winter in the past 5 years with his camera in his hands, fingers freezing on the shutter button, to capture a mind-blowing adventure and to make it possible for others to experience it as well.