In early 2006, ESPN challenged us to step out of the adrenaline bubble
and deliver a message that could reach out to the traditional sports fan but,
at the same time, wouldn’t alienate the action sports crowd.
For the X Games to be seen as a credible sporting event, we had to erase
the inaccurate stereotype of X athletes being teenage punks.
Our creative solution was to highlight the qualities that every XGames athlete
embodies, but that can also be found in your traditional sports hero.
The poetic copy explores how these qualities manifest themselves
in the athletes' style and approach to their sport, while visually we explore
the parts of the athlete's body that bring this particular quality to life.
The campaign was composed by 4 print ads, promotional posters, TV ads,
a website and the Hotel Figueroa walls in downtown Los Angeles.