Transforming a niche sport into a cultural phenomena.
Before we start creative work, we believe it’s crucial to dig beneath the surface to find a brand’s true core values. For X Games, we identified community, expression and progression as the brand’s main pillars. This lead us to a simple, powerful insight: action sports are built around a culture of creativity. We took that notion and created an award-winning, multi-year campaign that took the X Games mainstream–without losing credibility with the brand’s core enthusiasts.
“Original Works of Sport” executions came out of interviews with individual athletes, which we then translated into unique pieces of original art, highlighting style and personal expression.
ORIGINAL WORKS OF SPORT
AIR TRAFFIC UNCONTROLLABLE
SET OFF ORIGINAL WORKS OF SPORT
AGENCY: THE MARTIN AGENCY
“ Original Works of Sport”
“Air Traffic Control”
DIRECTOR: JON WATTS
EDITORIAL: ROCK PAPER SCISSORS/A52