Every year, the excitement and anticipation for our annual shoot is tangible at Red Paddle Co HQ. For the team, the photoshoot signifies the ultimate deadline, which once drawn in the sand, is second only to the official product release later in the year. To have everything ready is proof of team cohesion and dedication like no other. It involves everyone within our network to deliver on their promises, meet their targets and pull together, seamlessly as one. It is a process which starts 12-18 months prior to ever pressing the shutter-release on a camera and consists of years upon years of meticulous design, never ending innovation, countless trips to our private production facility in China, months of logistics and fulfilment and weeks of location recces, all of which culminate on one crucial week in the calendar year. Seven days to capture every piece of content we need for the next 12 months, for every board in the range.
