PAUL MEATES
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A new breed

Gone are the days of sharing tattered skate mags or worn VHS. These days, Instagram feeds, Whatsapp groups, and virtual reality serve as the modern-day classrooms for a new breed of skateboarder. In 2021, skateboarding was set to make its Olympic debut, but rather than align with the moment, we chose to focus on grassroots culture, where the role of social media is impossible to deny.

Our first spot, “Skate Nation Ghana", follows Ghana's fledgling skate community as they connect via WhatsApp, giving birth to skate culture in a distant corner of the world. 

SKATE NATION GHANA

Bus celebration from Meta's D&AD award winning "Skate Nation Ghana" by Droga5
Animated sperm VHS clip from Meta's Ciclope Grand Prix winning "Skate Nation Ghana" by Droga5
Custom skateboard from Meta's One Show winning "Skate Nation Ghana" by Droga5
 
 

NO COMPLY

“No Comply” showed the impact Instagram had on skateboarding through the lens of a group of modern day misfits who made a bygone trick their own.

 
 
Series of No Complies from Meta's Shots award winning "No Comply" by Droga5
A Kento No Comply in Tokyo from Meta's Clio award winning "No Comply" by Droga5
Custom skateboard from Meta's D&AD "No Comply" by Droga5
 
 

ONCE UPON A TIME EVERYWHERE

Finally, for Oculus we followed Tyshawn Jones - dubbed the Michael Jordan of skateboarding - who grew up playing skate video games and whose sense of what can be done on a board is influenced by the unnatural laws of those worlds.

 
 
Skating scene from Meta's Shots Gold winning "Once upon a time everywhere" by Droga5
Skateboard climbs the walls in Meta's Shots Gold winning "Once upon a time everywhere" by Droga5
Custom Skateboard from Meta's Shots Gold winning "Once upon a time everywhere" by Droga5
 
 

when we find each other

We focused o the communities that made skateboarding what it is today. And launched the campaign during skateboarding’s Olympic debut as proof of the incredible things that can happen when we connect.

 
 
PR and awards from Meta's "We change the game when we find each other" by Droga5