The Mind of Mike
1993 was brought in by adidas Skateboarding to launch the Mike Arnold colourway of the recently debuted Copa Nationale silhouette.
Extending the narrative of the product to suit the distinctive style of Mike, our campaign was built around his character, his passions and the connection to his adopted home of Peckham, London.
Filmed, directed and edited by his friend and roommate Jacob Harris, the clip was shot on grainy 16mm film to emphasise feel and the connection of the subject. Accompanying photography was shot by Henry Kingsford, which collectively with the way the film was edited set the content up to go viral and resonate beyond the skate community.
