Absinthe Films. They weren’t the first, but arguably they were the best. Justin Hostynek and Patrick Armbruster ripped off their shirts and fly-kicked the industry right in the dick with Pop. When it was released way back in 2004, it changed the face of snowboarding. The phrase ‘ahead of its time’ is one that is bandied around more than it should be in relation to snowboard media, but within the landscape of the early 2000’s, Pop was truly lightyears ahead of the competition.
“No one had any idea that session would go on to be one of the most talked about and revered in snowboard history”
Did you have any idea at the time what impact Pop would have on the industry and how it would shape a generation of riders?
Justin Hostynek: It did feel like we had accomplished something significant at the time but the credit is due to the riders’ commitment levels as much as anything else.
The opener deserves to be hung in a digital art gallery. Droll golf commentary juxtaposed with a young Travis Rice overshooting Chad’s Gap and creating possibly the most notable bomb hole of the decade. Think about that for just a moment, Chad’s Gap had been previously dismissed as unhittable on a snowboard- you simply couldn’t get the speed to clear it. This was a feat on par with Roger Bannister smashing the glass ceiling of the hitherto unimaginable four-minute mile.