Zach Sheats
Dick Rizzo for Half Cab
Honoring the Half Cab's enduring street skate legacy, this project celebrated the 30th anniversary of one of the first and longest-running signature skate shoes. Taping team rider Dick Rizzo, a devoted Half Cab enthusiast, we encapsulated his passion for the icon while shining a light on NYC's vibrant community.
I kicked off the creative direction, briefing the team to tie back to the Half Cab's milestone. We filmed an ode to the '90s using a vintage hi-8 format to put a fresh spin on the timeless silhouette. This nostalgic approach organically spotlighted Dick's love for the Half Cab, through compelling skate content that strengthened connections with devoted NYC fans.
My multifaceted role spanned producing photo and video assets to securing additional media coverage, cementing Rizzo as an authority elevating the Half Cab's cultural impact. Showcasing personalities who authentically embed themselves in community building amplifies a brand's credibility.
This initiative exemplified the power of heritage storytelling - leveraging an iconic product's legacy through a local lens. By honoring enduring silhouettes via compelling content and genuine brand friendships, we can foster deeper audience connections spanning generations.
- Identify athletes based on key moments
- Strategic product scripting and seeding
- Media engagement
- Project briefing
- Athlete strategy and management
- Campaign production
- Timeless product presents a unique oppurtunity to broaden athlete marketing toward wider cultural impact through strategic inclusion
- Uplifting a natural enthusiast for product, engages audiences naturally, meeting audiences where they are - within the community