Rune's World
Skateboarding Like You've Never Seen
The launch of Converse skater Rune Glifberg's signature shoe "The Allston" was intended to both introduce Converse Skateboarding to the masses and make it unmistakably clear that Converse Skateboarding and Rune stood for originality and creative disruption. Nemo was briefed to create a scalable campaign, with skate-authenticity being paramount. Nemo collaborated with Converse Skateboarding to develop an inventive, visually arresting campaign that would speak to both core skaters and a mainstream audience. “Seeing is Believing” is what resulted. Combining both new technology with 3D cameras and old technology of dazzle camouflage (utilized in WWI to confuse German U-Boat commanders), we were able to create a totally new visual environment to experience Rune’s awesome lines. These videos coincided with a 3D print campaign published in core skate magazines and thousands of mailers, again, speaking to both core and mainstream audiences. The campaign culminated with a Converse 3D take-over of The Skateboarder Mag and a huge presence at the Summer X Games. Rune even earned the cover of Skateboarder that month. With the help of Nemo’s expertise, and an introduction like that, Converse Skateboarding was welcomed to the skate community with open arms.
