The Carousel
The Carousel Podcast
19. Evola and Advertising
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19. Evola and Advertising

On the making of a based brand video with Propane 2001
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**NOTE: This podcast contains a recorded Twitter Space conducted outside in Southern California, and thus the sound quality is far from perfect.

On Episode 19 of The Carousel podcast, I’m joined by writer/director Propane 2001 to discuss an unauthorized brand video for Salomon we created together. It’s inspired by Julius Evola, the controversial vitalist philosopher whose work has recently resurged among young men seeking meaning and purpose in their lives.

Specifically, the video draws from Evola’s Meditations on the Peaks, a series of essays about finding heroism and transcendence in mountain climbing published between 1930-1942. In his script and direction for the video, Propane 2001 built on Evola’s thinking to answer the question of what sort of peaks provide heroic potential today.

I write much more about it in a separate Substack post here:

The Carousel
Introducing the Based Brand Video
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And here is the video!

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