For the Spanish launch of the new collection of Italian eyewear brand Arnette called "Stone Washed", ad agency Herraiz & Soto imagined a collaboration between 3 street artists (Okuda, Spok y Dani Rubio) and 3 professional skateboarders (Danny León, Cristian Sánchez y Sergio Muñoz).
Each artists created an exclusive painting on a skateboard before it was covered behind a thin layer of black paint, hiding the artwork.
Each board was then given to skaters of the Arnette's pro team. Only as they started to ride them, accumulating experiences, the scratches and scrapes generated by their tricks progressively revealed the artworks hidden under the black paint.
Ultimately, the grinded boards became the price of a online contest for Arnette's customers to win.
CAMPAIGN VIDEO
TITLE: ARNETTE - Get On Board - Campaign Video
MY ROLE: Director / Camera / Editor
TIME OF YOUR LIFE REQUIRED: 2 Min 15 Sec
KEYWORDS: #Skateboarding #Art #Collaboration #Campaign
OKUDA & DANNY LEON
TITLE: ARNETTE - Get On Board - Okuda & Dani León
MY ROLE: Director / Camera / Editor
TIME OF YOUR LIFE REQUIRED: 2 Min
KEYWORDS: #Skateboarding #Art #Collaboration #Eyewear
SPOK & CRISTIAN SANCHEZ
TITLE: ARNETTE - Get On Board - Spok & Cristian Sanchez
MY ROLE: Director / Camera / Editor
TIME OF YOUR LIFE REQUIRED: 2 Min 15 Sec
KEYWORDS: #Skateboarding #Art #Collaboration #Eyewear
DANI RUBIO & SERGIO MUÑOZ
TITLE: ARNETTE - Get On Board - Dabi Rubio & Sergio Muñoz
MY ROLE: Director / Camera / Editor
TIME OF YOUR LIFE REQUIRED: 2 Min 15 Sec
KEYWORDS: #Skateboarding #Art #Collaboration #Campaign
Client
ARNETTE
Agency
HERRAIZ & SOTO
Directed, filmed and edited by
JEAN-MARC JOSEPH
Steady cam operator
EDUARDO JIMÉNEZ - SKATEFILMS
Music & Soundmix
SIMON SMITH
Team Manager Arnette Riders
DANI LOZANO
Arnette Riders
DANI LEÓN
SERGIO MUÑOZ
CRISTIAN SANCHEZ
Artists
OKUDA
SPOK
DANI RUBIO
Boards provided by
ELEMENTS
EINA SKATE CO.
JART
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Phone: +34 679 75 56 40
Email: jm@superjeanmarc.com