X

X GAMES

Transforming a niche sport into a cultural phenomena.

X Games was once a niche sport that ran on late-night cable. ESPN asked us to take this little brand mainstream–without losing credibility among core enthusiasts. A simple, powerful insight showed the way: action sports are built around a culture of creativity.

That notion lead to the creation of the “Original Works of Sport” campaign, an award-winning, multi-year campaign that highlighted the athlete’s style and personal expression and transformed the brand forever. 

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ORIGINAL WORKS OF SPORT

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CLIENT: ESPN
AGENCY: THE MARTIN AGENCY

“ Original Works of Sport”
PRODUCTION: SUPERFAD

“Air Traffic Control”
PRODUCTION: SMUGGLER
DIRECTOR: JON WATTS
EDITORIAL: ROCK PAPER SCISSORS/A52

“Fireworks”
PRODUCTION: SUPERFAD