Onyx Skateboarding

Challenge
This was a passion project. I wanted to art-direct and write my own campaign around the idea that skateboarding attracts passionate risk-takers who put in effort and discipline to get great.
This gave the story-teller and photographer in me a project to focus my energy on. I’d love to continue doing more of these narrative, docu-style pieces.

Insight
I concepted a brand called Onyx whose art direction would cut right through the usual visual motifs in skateboarding. The campaign would be uncharacteristically sleek, clean, minimalist. The story would be around passion and discipline and wears its badge proudly.

Spec.