It doesn’t matter what medium you are working in, the tenets of storytelling are the same. One of those is the idea that you need to bring something new. With adventure sports photography, novelty happens when you place an athlete in a landscape your audience hasn’t seen before. For Mattias Fredriksson, who is a photographer, writer, and editor, the words can follow the same arc as the images. “You have to remember that if you work hard enough to get there, your perspective is new to the audience,” says Mattias. “I believe this is even more true today. A few big magazines like Transworld Snowboarding and Powder used to have global reach, but nothing carries that much weight anymore. Even our social media feeds don’t have that kind of scope. Whether you’re a brand or a publisher, if you do storytelling right you will captivate people.”