Eric Koston is one of skateboarding’s living legends and there was not better way to launch his second signature Nike shoe than celebrating his lore.

This film characterizes the mythology of one of skateboarding’s all time greats through a celeb-laden game of telephone. In addition to the brand film, the campaign was also supported via a robust social push and a behind-the-scenes edit diving deeper into Koston’s contributions to the world of skateboarding and sport as a whole.

When an icon of skateboarding (Gino IannuccI) pulls inspiration from one of sports’ greatest icons (John McEnroe) you have fire in a bottle.

A tour through NYC with a surprise ending, this production was filmed run-and-gun on a shoestring budget. Similar to the Koston 2 campaign, there was an accompanying behind-the-scenes video to further explore the influence that tennis and McEnroe had on Iannucci and his revival/update of a classic silhouette. 

At the time this spot was created, Nike SB was receiving criticism from the core skateboarding community for its emphasis on integrating technology into traditionally simple skate shoes. What better way to combat this criticism than own it head-on with the help of Curb Your Enthusiasm comedian, JB Smoove?

One edit of a three-part series with JB, this commercial laughs off the criticism while highlighting the benefits of Nike SB’s Zoom Air technology.

Skateboard legend, artist, and overall eccentric, Stefan Janoski is credited with creating one of the most iconic and commercially successful signature skateboard shoes of all time. As both a vegan and an environmentalist, Stefan was concerned with the impact his shoe (and all footwear) was having on the planet and was searching for solutions.

In December 2019, we took Stefan Janoski to London to tell the story of the new Janoski Flyleather. Comprised of at least 50% recycled leather fiber from scraps that would otherwise be left on the factory floor, this technology helps provide a solution to Stefan’s desire to reduce our carbon footprint. The resulting film brings you into Stefan’s world and viewpoints while authentically promoting a new innovation for the brand.

As a brand, Nike SB needs to be able to speak to both core skateboarding and the broader skate-inspired audiences. When launching one of the sport’s most technologically advanced shoes to date, the Skate Free SB, we needed a content plan that would resonate across both communities.

In addition to a CGI-polished broadcast spot, I developed a grassroots, social video series offering personal views into the lives of the skaters featured in this new shoe. Built on a shoestring budget of under $35k, I produced a series of five short videos. To this day, these edits sit within Nike SB’s top 20 most viewed YouTube vids of all time.

Without the structure of mainstream sports, the path to becoming a pro skateboarder is unclear to most. One key step in this journey is building name recognition through media exposure. I co-created #CheckMeSB to assist in exactly that.

With 6.5M+ followers, the Nike SB Instagram account is the perfect platform for up-and-coming skateboarders to build a name. Skaters post clips on their personal pages with the hashtag #CheckMeSB. @NikeSB utilizes the hashtag to mine for content, featuring the top clips and skaters in monthly posts. Running for 4+ years now, the hashtag consistently receives 1000’s of uses each month.

Taking place on summer solstice (June 21st), Go Skateboarding Day has grown into a truly global celebration. With grassroots events taking place in countries around the world, the challenge was building connection and community.

Leading the takeover of @NikeSB with a real time aggregation of Go Skate Day content, we provided event exposure from over 20 international locations via Instagram Story. Garnering thousands of views, the story set a new channel benchmark, with worldwide engagement in the form of views, messages, and shares.