THIS GUY ALSO APPROVED MY WORK.
My old boss at DC Shoes was a complete madman. Aside from approving my work, he got really into rally cars and a type of drift racing called Gymkhana. In 2008 he released a simple video of him performing some crazy driving in an abandoned airfield. It gained a lot popularity with automobile enthusiasts and launched the driver, Ken Block, into some kind of weird cult figure.
DC Shoes set out to take this underground movement and blast it into the mainstream, make automobile racing an official sport segment of the brand, and launch an auto-specific product line. To reach a mass audience, we knew we needed to take that small practice video, raise the bar, and turn it into an explosive, big budget sequel (but also sell product!). We created Gymkhana: The Infomercial.
The results were mind blowing, and right now it has almost 50 million views on Youtube. It was the first official DC Gymkhana video and spawned a series of very successful sequels. In the 2010 One Show, DC was the only in-house creative group to be recognized for its innovation and creativity outside of traditional media. We also tried to kill Rob Dyrdek (see below).
Brand: DC Shoes