TOUR ESPECIAL

CREATIVE & STRATEGY DIRECTION BY MARIO CASTELLANOS

CASE

2013 was a very important year for SUPRA since it began its strategy of positioning in the country, and to achieve this, one of the main initiatives would be the visit of the skate team. It was the perfect opportunity to make known the arrival of SUPRA to Mexico.

IDEA

It was a huge project, so we needed to create something great and unique. It was the first time the SUPRA team (Jim Greco, Lizard King, Furby, Neen Williams, Spencer Hamilton, Boo Johnson, Pat Rumney and Nick Tucker) visited Mexico.

The brand message in Mexico was about exclusivity, and for that reason, we had to reflect it in the initiatives that we decided to realize.

We built a skatepark inside a museum; the team visited the whole city skating in the streets and gave two autograph events with rows of kilometres of people waiting for hours. Finally, we took them to an abandoned shopping centre to take photos and videos.

Next, I present the experience and the process of a great project.

THE BEGINNING

The venue’s selection was carried out with great care, as it should reflect the brand’s exclusivity and drop the conventional locations. The designated place was the Estacion Indianilla, a former mechanical service station for trains and trams serving in 1880. The idea of building a skatepark inside a museum was crazy. Or at least that’s what we believed at first.

THE VENUE & VISUALIZATIONS

We did several scoutings to be sure that this crazy idea would work. Then, a great team worked on the renders to know what it was possible to do.

EVENTS

THE DEMO

The venue was ready, very exclusive, excellent media coverage. All was set.

SIGNINGS

The first signing event was at Zarape Skateshop, one of our best skate shoe resellers. Thousands of fans gathered around the store. DESTRUCTIBLE is one of the most iconic stores in Mexico City and a great reseller; this was where we had our second signing event.