— THE CHALLENGE —
Nike SB wanted to promote their Nike Euro Series – a series of core skateboarding competitions across Europe – to a wider, more lifestyle audience and entice people outside of skateboarding's inner circle to come down to the events.
— TCO SOLUTION —
TCO produced a series of films following one skateboarder – upcoming London pro Casper Brooker – and his experiences of the competition, launching each video a week before the next competition. Each film placed the competition within the wider culture of the city and focused on an element of the competition that would appeal to those outside skateboarding: architecture, community, style.
— AT A GLANCE —
• Authentic launch of a global skate competition.