Well, they didn’t win the Webby. But Teton Gravity Research, one of the fastest growing media brands on the planet, deserves some serious props for representing the outdoor industry in the category of “Best Branded Editorial Experience,” with its multimedia storytelling in The Unfound.

In what the New York Times has called “the internet’s highest honor,” TGR was stacked against massive mainstream media producers, including Rolling Stone, The Atlantic, CNN and The Wall Street Journal, for top immersive digital content. It shouldn’t go unnoticed: This, in my humble opinion, is the future of marketing all brands, including Volcom and Gore-Tex, who leveraged their own assets to help TGR present this impressive piece of branded editorial.

The Unfound, an elegant scrolling display of photography, words and video, documents the journey of snowboarding legend Bryan Iguchi, who is based in Jackson Hole, Wyoming. There is passion, purity, tragedy, even a father’s love, all wrapped into one immersive story that subtly sells this sport of a lifetime.

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Iguchi’s authenticity—his story—is real, which is why it resonates. His metaphors are rich, garnered from a life lived talking to mountains and the like-minded. He calls a snowboarder’s tracks a signature, a mark not unlike those left by graffiti artists. Writer Alex Yoder explains in The Unfound: “If you look closely, you’re able to notice the clean strokes, the near misses, if it came to blows, or they had to beat feet. If the moment was right, you [are] witness to the perfect pairing of expression and environment.”

As for the wisdom Iguchi is leaving the next generation of snowboarders, including his young sons? It’s a simple message of doing what you love and daydreaming it to fruition. Iguchi and his wife are leaving that wide open for interpretation. Yoder translates: “They just want him to feel the glide, to dream of the thoughtless space of existence where everything just is and nothing cannot be. To find his own way to translate his daydreams.”

Back to reality, The Unfound is unprecedented in many ways. TGR CEO Todd Jones said in a press release, “Being nominated for a Webby with media giants like CNN and WSJ is a huge honor for the team here at TGR.” Although the win was not meant to be this year, Jones clearly understands its impact: “It would … help cement TGR as the true leader in youth action-sports media,” he said.

But for now a nomination must do. The Unfound is still one shiny example of how the outdoor industry can play in an authentic content space. In fact, it’s as if the stories are telling themselves.