Project Details

The visual identity of "Prebake" centered around its namesake: the pre-edited thrill of catching skate clips “proofing” like bread before the final cut. Typography mimicked this concept, with animated type appearing as if constrained in an oven, framed by a 16:9 screen ratio. Additional type styles were inspired by the lo-fi menu controls found on the digital interfaces of VFX camcorders. To generate buzz for the video premiere, we developed a playful marketing campaign that leaned into the humor of “fake” events, nodding to Fake Junk Grip’s brand. Each skater featured in the video received a personalized social media post with an outlandish claim about their role in "Prebake", which they enthusiastically shared on Instagram. With 16 skaters promoting the project across their networks, the campaign generated significant buzz, culminating in a packed house for the premiere. "Prebake" will premiere on YouTube in early 2025. Filmed and edited by Chris Cryer. Additional creative direction by Irving Juarez.