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Equal Parts Labor - Levi's Skateboarding | Long Beach DIY
Project Type
Photography
Date
April 2023
As Brand Partnerships Director at The Berrics, I conceived and led an innovative collaboration with Levi's to create a lasting DIY skate spot in Long Beach, California.
My vision was to produce compelling content while leaving a tangible legacy for the skate community, ensuring the spot remained skateable long after the campaign concluded, with The Berrics and Levi's credited for its creation. Leveraging my expertise in brand partnerships and creative direction, I orchestrated the project, bringing together top skaters Al Partanen, Jon Dickson, Marius Syvanen, and Jeremy Leabres to showcase the spot’s raw energy. With The Berrics handling videography (I filled in as camera 2) and Joey Shigeo capturing photography, the campaign delivered authentic, high-impact content that resonated deeply within the skateboarding world.
Years later, the spot’s enduring popularity was evident as skaters, unaware of my role, reached out to inquire about its location, underscoring the project’s lasting cultural impact and my ability to craft meaningful, community-driven brand initiatives.