While snowboarding together at Northstar at Tahoe in the winter of 2010, Mavericks legend Ken 'Skindog' Collins and IFM owner JP Lagos learned that a new sponsor was taking over the permit to hold the famed Mavericks Surf Contest. Skindog stated how cool it would be for the media surrounding the new event to be told from the surfers perspective. JP & Skindog came up with a plan to approach the permit holder and reached out on the chairlift to set a meeting.Two weeks after that conversation, the two of them walked into Barracuda Networks (the new permit holder) corporate office and sat down with their founder and marketing team, and walked out with a deal to do exactly that. We were lucky enough to get to film from boats, jetskis, helicopters, and even flew a homemade drone with a new camera technology attached. A Half Moon Bay based action sports camera company named GoPro. Ever heard of em? After all this was 2011. Pretty cutting edge for the time.Although the weather didn't cooperate that season to provide waves large/worthy enough to hold the contest, a tremendous effort to rebrand the event as The Jay At Mavericks was done, and tons of high fives and smiles that went along with it. Hope you enjoy these images as much as we do.