As an independent fringe festival at the Winter X Games Europe 2011 in Tignes, France, Looking Sideways is a celebration of the wider creativity of the snowboarding lifestyle, running from March 14-18 2011 at the Loop Bar.
We caught up with snowboarding photographer James Mcphail, as he prepares for an exhibition during the event, to find out why powder appeals to his aesthetic sensibilities.
Filmed and edited by Ben Marshall.
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