PROJECT
CLIENT
IDEA
CLIENT
IDEA
“GYMKHANA TWO”
DC SHOES
My old boss was Ken Block. Aside from approving my work, he released a simple video performing driving stunts in an abandoned airfield. It gained a lot popularity with automobile enthusiasts and launched him into sort of a cult figure.
DC Shoes pushed this underground movement into the mainstream and made auto racing a brand segment. To reach a mass audience, we knew we needed to take that small practice video, raise the bar, and turn it into an explosive sequel.
We created Gymkhana Two. Even though it was technically second in the series, it was the beginning of mixing a technical sport with unexpected stunts and location. This was the catalyst for making Gymkhana a true cultural phenomenon, and a formula that DC successfully replicated across all its sport categories.
The results were mind blowing, and right now it has over 50 million views on Youtube. It was the first official DC Gymkhana video and spawned a series of incredibly successful sequels.
Rest in peace Ken.
DC SHOES
My old boss was Ken Block. Aside from approving my work, he released a simple video performing driving stunts in an abandoned airfield. It gained a lot popularity with automobile enthusiasts and launched him into sort of a cult figure.
DC Shoes pushed this underground movement into the mainstream and made auto racing a brand segment. To reach a mass audience, we knew we needed to take that small practice video, raise the bar, and turn it into an explosive sequel.
We created Gymkhana Two. Even though it was technically second in the series, it was the beginning of mixing a technical sport with unexpected stunts and location. This was the catalyst for making Gymkhana a true cultural phenomenon, and a formula that DC successfully replicated across all its sport categories.
The results were mind blowing, and right now it has over 50 million views on Youtube. It was the first official DC Gymkhana video and spawned a series of incredibly successful sequels.
Rest in peace Ken.
THE CAR
Owner/Driver: Ken Block
Car: 2008 Subaru Impreza WRX STI
Spec: 565 hp, 590 lb.-ft. torque; 0-60 in 3 seconds
Engine/Powertrain: Crawford Performance SR5 2.65 Liter Boxer 4-cyl., Garrett turbocharger
Transmission: KAPS 6-speed dog box transmission; STI short shifter; Carbonetic front and rear carbon differentials
Electronics: Motec engine management and data logging
Exterior: Crawford Performance carbon fiber roof and hood; Vermont Sports Car designed, homologated FIA-spec roll cage; Pro-drive CF wing; Syms CF door panels and mirrors
Interior: Recaro carbon Kevlar seats
Wheels: Volk TE37 wheels
Tires: 275/35R18 BFGoodrich g-Force Drag Radials
Suspension: custom Tein Super Racing coilovers
Brakes: Brembo Gran Turismo 6 piston front and 4 piston rear
Car: 2008 Subaru Impreza WRX STI
Spec: 565 hp, 590 lb.-ft. torque; 0-60 in 3 seconds
Engine/Powertrain: Crawford Performance SR5 2.65 Liter Boxer 4-cyl., Garrett turbocharger
Transmission: KAPS 6-speed dog box transmission; STI short shifter; Carbonetic front and rear carbon differentials
Electronics: Motec engine management and data logging
Exterior: Crawford Performance carbon fiber roof and hood; Vermont Sports Car designed, homologated FIA-spec roll cage; Pro-drive CF wing; Syms CF door panels and mirrors
Interior: Recaro carbon Kevlar seats
Wheels: Volk TE37 wheels
Tires: 275/35R18 BFGoodrich g-Force Drag Radials
Suspension: custom Tein Super Racing coilovers
Brakes: Brembo Gran Turismo 6 piston front and 4 piston rear
Don’t ask.
CREDITS
Brand In-House:
DC Shoes Inc.
Year:
2009
Awards:
One Show: Bronze Pencil
YouTube People’s Telly: Silver
Ad Age: Top 10 Viral Ads Of All Time
︎ ︎ ︎
DC Shoes Inc.
Year:
2009
Awards:
One Show: Bronze Pencil
YouTube People’s Telly: Silver
Ad Age: Top 10 Viral Ads Of All Time
︎ ︎ ︎
Role:
Creative
Creative