Lukas Huffman’s latest venture, ir77, consists of a paired book and movie. Both of which are based on five specific themes—anticipation, dedication, stories, pain and exhilaration. The goal of ir77 is, “To tell a story about the raw passions in snowboarding. From the feeling that you get riding powder, or riding away from that elusive maneuver, to the opposite of that, eating shit and going home defeated. ir77 will showcase both sides of the story, the pain and the gain, as they go hand in hand.

Below is an excerpt from Lukas Huffman on the ir77 blog, or “notes from the field as it’s touted on the site. Watch the teaser linked on the right.

So you want to publish a book?

It seems like a pretty straightforward idea, but holy crap there are a lot of “things that need to happen. We tackled a major one the last week of June—we went to press! After a year and a half of making pages, four months of pulling them all together, and two weeks of dialing in the colors on each image, the book “hit the floor as they say in the business.

So, you want to print a book?

1. Once I had finally gotten all the pages in working order, I shipped them to Metropolitan Fine Printers in Vancouver, BC. They made a rough print out to make sure all the images and words were on the right pages and actually in the book. Of course they weren’t. So, we went through a couple laser-printed drafts of the book. With 120 pages, and 10 GB of info floating around, it’s an organizational feat to make sure all the images, words, foils, die cuts and the like are all in the right places. We would sit at this desk, leaf through the roughs, double check the images and make a mess. It was a lot of intense thinking. It would suck to forget to put the caption on the small picture on page 82. Paper and colors:

2. Fire up the press. The “printer is huge! I can’t even begin to explain how it works. They told me, but the whole process is a bit beyond my comprehension. It prints with little dots, microns, and each dot is 1/10th the size of your hair. That means a very high quality image. The last book I printed came out of an ink jet printer that was underneath a desk at my house—this printer is much different.

You need a whole warehouse to accommodate the size of this thing, and a dude who knows how to run it.

3. Get your colors right! So your rifle off some pages:

But, they will not be right, or they could be made better. This is where I learned a lot. Twenty-four pages are printed on one sheet of paper—twelve on the front, twelve on the back. The paper then gets folded up, then chopped on the top, bottom and side edges. Do that to five sheets of paper and you have 120 pages. Pretty cool. After they’ve been printed, you look at the pages under “5K lights. These lights are calibrated to, “A sunny April day in Miami , around two o’clock in the afternoon. Seriously, this is the industry standard light.

Then we tweaked the colors to get different blacks, yellows, magentas, and so on. I didn’t really know what was going on at this point, but Scott Gray who has been my print mentor during the project, is sick. We would hum and haw over the shade of yellow, then adjust and go. But, if you increase the yellow in one area, it may affect the picture that is getting printed right next to it, so there is a lot to take into consideration. Once you start thinking about it, you tend to get carried away. Funny thing, nobody else in the world will probably notice.

4. Also, make sure you have a birthday the day you go to press! It’s a blast, and you deserve it. No shit, the day we went to press happened to be my birthday, June 22nd. There was a press check at 6 p.m., one at 11 p.m., and another one at 2 a.m. By the time the 2 a.m. press check came by, the birthday party was in full-effect, as I’d brought some good buddies with me—Mike Scott and Carlos Featherstone. If you were into colors on paper, the print floorr would blow your mind! It was quite a culmination of events to say the least.

5. So, it turns out a book, takes up a lot of space. Page and pages, on pallets and pallets.

This shit starts adding up. It is cool to see the volume though. In fact it’s unreal at this point.

Things are serious when you’re taking up that much space, and using that much material. The next phase is getting these stacks of paper all bound up … and out the door—crucial, parts of the publishing process. And to top it off, while all this was going down, the rest of the posse was sweating their ass’s off in front of the computer getting the movie going.

We’ll keep you posted.