Nike Taps Brand New School, Sean Malto and Shane O’Neill for New Shoe Launch

For the launch of their new SB Free skateboarding shoe, Nike enlisted the help of pro skaters Sean Malto and Shane O’Neill and creative company Brand New School to create a short film that showcases the skateboarding duo’s best tricks on custom-fabricated ramps and rails sporting the new SB Free gear.

For the film, Brand New School Executive Creative Director/Director Jonathan Notaro compares skating with the state-of-the-art sneakers to skating barefoot – natural and easy. Notaro utilized a responsive set that illuminates the moment the skater comes in contact with sensors. The stark white set ensured maximum exposure and contrast as the skaters pulled off every ollie and kickflip. Brand New School captured the stunts in glorious slow motion before passing the footage to their New York-based CG team, who highlighted every stitch of the new shoes in stunning detail.

Brand New School debuts this project on the heels of several successful ventures including “Play with Oreo” a 3D animated spot for the cookie giant featuring original music from French pop star Yelle, “Anthem” the widespread campaign for Coors Light that debuted during the NFL’s opening weekend, and the “Built Ford Tough” campaign that brought a fresh new look to the carmaker’s advertising.



Brand: Nike

Agency: Brand New School
Managing Partner: Devin Brook
Executive Creative Director: Jonathan Notaro
Art Director: Kris Wong
Producer: Whitney Green

Production Company: Brand New School
Managing Partner: Devin Brook
Director: Jonathan Notaro
DP: Pat Notaro
Line Producer: David Wolfson

Post Production: Brand New School
Designers: Andres Rivera, Waka Ichinose, Sakona Kong, Jeffery Welk, Audrey Yeo
Editors: Eric Wais, Sam Goetz
CG Supervisor: Russ Wootton
Technical Director/FX: Daniel Bradham
VFX Supervisor: Mark French
3D Animation: Daniel Bradham, Sprydon Serbos
3D Lighting: Michael Lampe
3D Modeling: Adam Rosenzweig
3D Tracking: Bogdan Mihajlovic, Shandy Tam
2D Animation: Morten Christensen, Jim Forster, Michael Batista
Rotoscoping: Sergei Martirosov, Carlos Rosario
Flame Artists: Greg Cutler, Todd Hemsley
Compositor: Tonya Smay
Storyboards: Will Rosado

Telecine: Company3
Colorist: Tom Poole

Audio Mix: Sonic Union
Mixer: David Pappa

About Brand New School:

Brand New School is an integrated creative company that believes in the power of design to tell stories and shape experiences. For over a decade we’ve been at the creative vanguard, telling stories, solving problems and shaping experiences for the world’s most influential brands. Our process prizes collaboration, research, experimentation, laughter, failure, and discovery. We’ve been practicing these principles from our studios in New York and Los Angeles since 2000. While we’re proud of our illustrious history, we’re far more interested in writing the next chapter.