In the deep end
The brief
Bring Stone Island into the skate scene. And do it properly.
Skaters can smell a brand trying too hard from a mile off. If this was going to land, it had to respect the scene first and show off the new collection second.
What we did
We took the shoot to the iconic Rom skatepark and gave the bowl back to the old-school bowl skaters. It was a homage to the people who made it what it is: their lines, their history, their classic style.
That timeless look sat perfectly with a new Stone Island collection built on form and function, with its military-inspired details and lab-engineered fabrics. Old-school bowl meets new-season tech.
And it was all about the cast. Every person in front of the camera was a skater first, not just talent in nice clothes. That's what made it believable to the scene.
Why it worked
Three things we got right before anyone pressed record.
An iconic spot with real history, so the setting did half the talking.
Real bowl skaters, not models with a board, so the scene believed it.
Classic bowl style married with Stone Island's form-and-function design.