BRIEF
Brand strategy and art direction for ODD 7 — a promotional skate video introducing the revamped German huf® ambassador programme to a wider audience. Conceived to elevate the brand’s DACH presence through regional storytelling and a distinctly European reading of skateboarding.

APPROACH
Working in close collaboration with the German ambassador team and videographer Frederick Schneider, who captured not only the skate footage but equally the candid moments in between, which were iconicly filtered through his distinctive creative perspective. Alongside individual solo missions by each team member, the entire crew came together in Frankfurt for two intensive weekends of clip stacking. Kicking things off in May, the full production wrapped and the release was celebrated just a few months later in November of that same year.

CONCEPT
I developed the working title ODD 7 and laid out the project’s full visual identity as an ode to lottery scratch-off tickets — a ritual the team had adopted for cheap thrills after long and exhausting filming days on the streets of Frankfurt and beyond. My art direction shaped the entire project’s aesthetics, musical arrangements and custom typeface titles in constant creative exchange with the team at huf® Los Angeles. Rolled out in close partnership with Pocket Skate Mag, ODD 7 once again elevated the brand’s legitimate skate legacy and perception across Europe.

CREDITS
Media Partner: Pocket Skate Mag
Film & Edit: Frederick Schneider
Photography: Moritz Gasche
Crew: Tim Janke, Leo Mattasits, Marcel Weber, Lutz Schreier & Leon Merschmann