19. Evola and Advertising

**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:

And here is the video!

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