Synopsis

Nike makes hi-tech shoes. 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.

 


Info

Role - Art Director

Copywriter  - Eric Fensler

Creative Directors
Alberto Ponte, Ryan O'Rourke, Dan Viens

Executive Creative Directors
Joe Staples, Mark Fitzloff

Designers
 J
oe Limauro, Seth Shelman, Edgar Morales, Tim O'Brian

Client - NIKE SB

Director - Clay Wiener  


P-Rod 9

Mad tech #PRod9 @PRod84 | NikeSB.com

A video posted by Nike Skateboarding (@nikesb) on

What is up with these shoes? #nikesbzoom Find out at ➡️ NikeSB.com @prod84 | #PRod9

A video posted by Nike Skateboarding (@nikesb) on


Janoski

Zoom Air prescribed. #nikesbzoom Find out what's up at NikeSB.com @slj1000 | @ohsnapjbsmoove

A video posted by Nike Skateboarding (@nikesb) on


Dunk

Absorb shock. #nikesbzoom Find out what's up at the link in our bio #nikesb | NikeSB.com

A video posted by Nike Skateboarding (@nikesb) on

"Skateboard day? I think not. Skateboard Life!" Legendary comedian JB Smoove knows what's up. Go Skateboarding Day is every day #skateeverydamnday http://www.nikesb.com