After being the first to co-brand skateboarding and snowboarding with comic books, I moved into the Action Sports industry as Art Director for Acme, Formula One, Standard and G&S skateboards. From there I become Art Director for Groove Incorporated working with brands like Redbull, Reebok and Soap Shoes and working on the first Action Sports TV show, "Kids In The Way". When Groove disbanded over what direction to take the company I become ACD, without a CD, for Globe International where I was responsible for driving worldwide creative for the Globe and Gallaz, men’s and women’s surf/skate/snow brands. Worked with the world’s top Action Sports athletes to mesh their image with the brand. Budgeted and managed art departments on three continents with three different seasonal rollouts. Created and managed the production of interactive, print, in-store, tradeshow, video, DVD, World-Cup competitions, broadcast television commercials, and fully sponsored programming.
In Australia, beach and city fashion are closely related. The challenge for Gallaz in America was to find a way to mesh our much more core action sports lifestyle with the cutting edge fashions girls want. Fun, silliness, and self-deprecation were conveyed across all media in a manner that supported and included Gallaz’s world champion female athletes, as the brand introduced edgier and edgier fashion elements.
