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.
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