Ski media shifts to short-form as brands like Capeesh fund films
A leading ski filmmaker warns that short-form content is undermining the industry's long-form projects, even as a handful of brands continue to fund full-length films as cultural investments.
Ethan Cook, the 22-year-old filmmaker known as Ecook, has warned that ski filmmaking is headed "in the wrong direction" as social media drives a shift toward short-form content.
The rise of brief clips has led to fewer creators committing to long-term film projects. Cook, whose recent work includes CATPISS with Capeesh and Armada's Ornada, argues that the focus on quick hits is sidelining the actual craft of filmmaking.
Despite this trend, some apparel and equipment brands are resisting the shift. Companies like Capeesh and 686 continue to put resources into full-length features, viewing them as essential parts of ski culture rather than mere marketing vehicles.
Cook's perspective is shaped by an unconventional route into the winter sports industry. Growing up in central Pennsylvania, he entered media through skateboarding, winning a GoPro Instagram contest that led to an internship at Woodward Pennsylvania. There, he met Ty Evans, the director behind iconic skate films like Fully Flared.
This background informs a visual style that differentiates his work in a crowded market. Rather than focusing solely on athletic feats, Cook captures the surrounding environment—road trips, inside jokes, and downtime. He cites skate videos like Blessed and Cherry as primary influences.
For Cook, production value extends well beyond visuals. "You can have terrible skiing and terrible visuals, but if the music's great, people are probably still going to watch it," he said. "But if the skiing is amazing and the soundtrack sucks, people just turn it off."
Building a sustainable business in this specific media niche presents unique structural challenges. Cook noted that successful ski filmmakers often leave for larger industries, making it difficult for newcomers to find mentorship. "Within skiing, as soon as somebody really makes it, they often move on to a bigger industry," he explained.
Now based in New York after a pivotal stint in Salt Lake City, Cook plans to remain in action sports while expanding into fashion, music, and art. Despite his concerns about the industry's current trajectory, he remains confident that long-form ski filmmaking will experience a resurgence. "I think it'll come back around," he said.
