Brand New School Helps Launch Nike’s SB Free

By Erik Oster 

Nike turned to integrated agency Brand New School and professional skaters Sean Malto and Shane O’Neill to help launch its new SB Free skateboarding shoe.

In a 90-second online spot, Malto and O’Neil turn tricks in the shoe in dramatic slow-motion. The spot also emphasizes the freedom of the shoe by comparing it to going barefoot — at the beginning of the spot one of the skater’s bare feet gradual morph into the SB Free. Malto and O’Neill pull of a variety of moves against a minimalist backdrop in an attempt to win over skaters loyal to rival brands. During the ad, viewers can click on any of the SB Free line shoes featured to learn more about them at Nike’s SB Free landing page.



Brand: Nike

Agency: Brand New School
Managing Partner: Devin Brook
Executive Creative Director: Jonathan Notaro
Art Director: Kris Wong
Producer: Whitney Green

Production Company: Brand New School
Managing Partner: Devin Brook
Director: Jonathan Notaro
DP: Pat Notaro
Line Producer: David Wolfson

Post Production: Brand New School
Designers: Andres Rivera, Waka Ichinose, Sakona Kong, Jeffery Welk, Audrey Yeo
Editors: Eric Wais, Sam Goetz
CG Supervisor: Russ Wootton
Technical Director/FX: Daniel Bradham
VFX Supervisor: Mark French
3D Animation: Daniel Bradham, Sprydon Serbos
3D Lighting: Michael Lampe
3D Modeling: Adam Rosenzweig
3D Tracking: Bogdan Mihajlovic, Shandy Tam
2D Animation: Morten Christensen, Jim Forster, Michael Batista
Rotoscoping: Sergei Martirosov, Carlos Rosario
Flame Artists: Greg Cutler, Todd Hemsley
Compositor: Tonya Smay
Storyboards: Will Rosado

Telecine: Company3
Colorist: Tom Poole

Audio Mix: Sonic Union
Mixer: David Pappa