Nike puts a lot of technology in it's shoes but skaters are extremely skeptical of big companies promising advancements in skateboarding through products. So we decided to create a campaign around that skepticism, through the mind of a stand-up comedian, JB Smoove, who can observe the situation, and say "what's up with that?"
The campaign was around Paul Rodriquez's 9th signature shoe, with a couple other models thrown in for support, the Dunk Low Pro, and the Stefan Janowski. TV spots, print ads, and digital support were created for all three shoes.
This was a highly collaborative project, both internally, and with the NIKE SB client.
Role - Art Director
co/AD - Joe Limauro
Copywriter - Eric Fensler
Alberto Ponte, Ryan O'Rourke, Dan Viens
Executive Creative Directors
Joe Staples, Mark Fitzloff
Seth Shelman, Edgar Morales, Tim O'Brian
Client - NIKE SB
Director - Clay Wiener
Black Carpenter + Janoski
Ishod Wair + Dunk