As a statement, Nike SB decided to release a full-length skate video during the Olympic Games in Paris—as a tribute to skateboarding culture away from the competitive arena. The goal was to create a moment amid the Olympic hustle and bustle that would showcase the creative energy and authenticity of the scene without distancing itself from the event itself.
The event kicked off with a video exhibition we designed, in which over 15 hours of Nike SB skate videos were brought to life in an immersive 20-minute tour. The exhibition concept transferred the aesthetics and narrative style of classic skate videos into a physical space, deliberately taking a stand against the short-lived nature of today's media formats.
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Services: Creative + Art Direction, Project lead on-site