SERVICES

CREATIVE DIRECTION
BRAND STRATEGY

PHOTOGRAPHY

GRAPHIC DESIGN

CLIENT

HUF WORLDWIDE

HUF x Roberto Cuellar

Leave your mark

TAGRET

Develop a creative concept and tangible brand awareness campaign for HUF, source a fitting collaboration partner, and lead the visual story before executing it tailored to the DACH region, its distribution partners, and key target audience.

STRATEGY

Teaming up with artist Roberto Cuellar who builds skateable art sculptures to represent the HUF brand at the 2024’s SKTWK — a week-long festival that celebrates skateboarding culture. Roberto sculpted a custom art installation that would later be skated by thousands of festival attendees in front of the iconic Staatsgalerie Stuttgart. After skaters left their marks, the art sculpture was transferred to the Stadtpalais museum as a contribution to a group exhibition about skateboarding. The circle closed, telling a compelling story about the integration of art and skateboarders, who see the world and its objects differently.

CONCEPT

I accompanied Roberto's building process, capturing an intimate behind-the-scenes editorial. The photography was shot on film to match the craftsmanship character of the artist. The entire visual direction was focused on elements, symbols, and colors that were included in the sculpture — such as a custom logo design and branding system.

The working title — Leave your mark — represents the main approach behind Roberto’s work ethic, and yet again it built a bridge between modern art and skateboarding: while skaters (ab)used the sculpture, they unavoidably left their marks and became part of the artwork themselves. Those “battle scars” remained prominently visible on the piece and rightfully on display in the museum as a silent witness to time and action.

COOP PARTNER