CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS
Creating a team of skaters was an arduous and time-consuming task. I intended to create content but also to support the local scene. We were the first brand in Mexico to have job plans for the skaters and a monthly salary and medical insurance. I invented different concepts, from having our team sponsor younger skaters to combining urban artists and our team to intervene in abandoned spaces in the city. Dozens of videos were filmed, and hundreds of photos were taken.