BRIEF
Develop a creative concept and tangible brand awareness campaign for huf® — sourcing the right ambassador to craft a visually compelling story tailored to the DACH territory, the brand's distribution partners, and its key target audience.

APPROACH
Teaming up with fine lines agency and artist Roberto Cuellar, who builds skateable art sculptures, to represent the huf® brand at SKTWK 2024 — a week-long festival celebrating 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 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 intersection of art and skateboarding culture.

CONCEPT
I accompanied Roberto’s building process, capturing an intimate behind-the-scenes editorial — the photography shot on film to match the handcrafted nature of his work. The entire visual direction drew directly from the visual language of the sculpture, translating its elements into a custom logo design and merchandise. The working title — Leave your mark — represents the core of Roberto’s work ethic, and once more 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.

CREDITS
Partner: fine lines marketing
Event Photography: Arturs Bogdanovics
Cinematography: Kamil Krzesniak · Dom Schneider