adidas Skateboarding – Na-Kel Smith Signature Campaign
For the campaign concept to release of Na-Kel’s signature colorway of the Rivalry, we paid homage to one of his favorite cult films to match this OG archival adidas silhouette.
A rapper as well as a pro skateboarder, we set our hero content against his very own track “Go” and utilized his channels to organically push content to new audiences. The edit follows Nak through Los Angeles where he’s joined by friends Lil Dre, Kayla Montoya, Loudy Luna, Tyrea Seals, Mikey Alfred, Kevin White and Lola Dompe as supporting cast.
With three weeks to bring this from brief to delivery, we went to LA first thing and met up with Nak to align our visions for where to take this campaign. We then dove into launch strategy and began developing storyboards for the hero content piece. As we sharpened the creative, we continued to align with Nak, and locked down the perfect combination of crew, locations and cast that would bring energy and create hype.
Art Direction & Design