Patagonia wanted to tell an authentic Scottish snowsports story that reflected their values around community, place and environmental responsibility.
The challenge was to create a film that felt rooted rather than imported, avoiding clichés, respecting local communities and capturing a form of snowsports shaped by marginal conditions, variable weather and a strong DIY ethos.
Project Title - Thrawn
A community-focussed documentary celebrating snowsports, resilience and pride of place in the Scottish Highlands.
"In the Scottish Highlands, the word “thrawn” means “stubborn,” but in a good way. It’s a virtuous struggle to make the most of what’s available. Professional snowboarder Lesley McKenna was raised on thrawn, and she has spent her life pushing the boundaries of her sport while advocating for the people and the place that shaped her."
Client: Patagonia
What We Delivered:
- Documentary Research and Development
- Film Production
- Distribution Strategy and Execution
- Community Outreach
The Approach:
Wunner Film worked closely with Patagonia’s editorial team to develop a story grounded in lived experience and local meaning.
Production:
- Developing the central concept and narrative around the idea of “thrawn” as a cultural lens
- Local story development in collaboration with Patagonia’s editorial team
- Outreach to contributors and community members, including pre-interviews and relationship-building
- Detailed shoot planning and crew resourcing tailored to Scottish winter conditions (Scottish winter!) - drawing on extensive experience working safely and creatively in mountain environments.
- A small, adaptable crew allowed us to respond quickly to weather windows, capture natural moments and maintain a low-impact presence in sensitive environments.
- Archive content research and asset sourcing
- By grounding the film in local voices and working methods, the project prioritised authenticity over spectacle
The Outcome and Impact:
The completed film presents an intimate, values-led portrait of Scottish snowsports through the story of Lesley McKenna — celebrating perseverance, community and connection to place.
Outcomes included:
- 400K plus views online across Patagonia’s digital and editorial platforms
- 21 press features across Europe
- 6 Festival selections
- Multiple packed local screenings
- A culturally specific story that resonated strongly with Scottish and international audiences
- Content aligned with Patagonia’s environmental and community-centred values
- The project demonstrated the value of pairing global brands with local creative partners who understand both the landscape and the people within it.
