Samsung - Uncovered

In the world of skateboarding, sponsorship is everything. But for decades, sponsorship has remained unchanged. It’s reserved for the lucky few and controlled by the biggest brands. We set out to change that.

We flipped sponsorship on its head by putting it into the hands of grassroots skaters. An augmented Instagram Effect elevated amateur skaters into sponsored pros in a matter of seconds. Our Effect placed skaters on the cover of SLAM (Australia’s leading skate publication), and were compensated for promoting the Samsung brand.

Our film documented the evolution of skateboarding, with the evolution of tech. It begins in the late ‘80s, when skateboarding was gaining mainstream popularity. Skaters would record their tricks on cam-corders, creating VHS “Sponsor Me” tapes, to send to major skate brands in the hope of getting sponsored. Fast forward to 2025, sponsorship looks a little different, skaters capture their tricks on mobile phones, and share them to Instagram to get discovered. Our film connects the past to the present, using archival footage to take viewers on a journey, from the humble handy-cam and VHS tape, to the Galaxy Z Flip6. 

Our soundtrack was built from the diegetic sounds in the film. Each SFX was layered and looped to create rhythm and melody, gradually building pace and energy. We sampled tricks, TV static, VHS tapes, cheers, camera shutters, CD trays, grip tape, phones typing, the rattle of a spray paint can and more. Stitching it all into one seamless soundtrack.

We built a fully integrated campaign around it, leveraging the cultural cache of skateboarding to connect with Gen Z en masse, all while demonstrating the Z Flip6 in action.