Manny Santiago gets R.A.D
The pro skater goes on a wild mixed-media journey in this bonkers promo for R.A.D's move into skateboarding footwear.
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Credits
View on- Agency Fluoro
- Production Company Fluoro
- Director Allison Smith
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Unlock full credits and more with a shots membership
Credits
View on- Agency Fluoro
- Production Company Fluoro
- Director Allison Smith
- Art Director Joe Munro
- DP Nick Richards
- DP Fraser Stephen
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Fluoro
- Production Company Fluoro
- Director Allison Smith
- Art Director Joe Munro
- DP Nick Richards
- DP Fraser Stephen
It's always impressive how much filmmakers can fit into a single commercial, but with its new film for R.A.D, FLUORO might have broken the record.
Created to announce the company's move into skate footwear, the film sees pro skater Manny Santiago, whose MANNY ONE signature shoe is being launched, turn a simple skatepark trick into a full-tilt journey through animation, transforming into an anime hero, plasticine figure and video-game character while encountering dragons, disembodied eyeballs and plenty more besides.
Playful, grotesque and relentlessly energetic, this bold introduction to R.A.D's skateboarding era certainly won't leave you board.
“We put our heads together with Manny and opened up to some magical thinking,” comments Tim Smith, Founder of FLUORO® and Creative Director of R.A.D®. “The R.A.D® MANNY ONE brand world encompasses products, objects, ambitions, spaces, jokes, visuals, soundscapes, high powers, metaphors, big picture, little picture, vibes, hidden messages, nostalgia, futurism, optimism, hope, a bit of darkness and a bit of silliness.
"Welcoming people to come to it with their own interpretations, we’re creating the R.A.D® Skateboarding brand world in dialogue with the community.”
“From the jump we knew we were going to move into skateboarding, and this launch campaign for R.A.D® MANNY ONE communicates how we’re moving the needle on performance while respecting the rich heritage of skate culture,” says Ben Massey, Founder of R.A.D®. “FLUORO® brings vision, attitude and non-conformist creativity, working with us to build a brand world that channels Manny’s unique energy and relentless positivity for the sport.”
“Being part of R.A.D elevated everything I was trying to achieve in skateboarding,” adds Santiago. “They allowed me to focus on health, helping to shift the narrative on how skaters can promote an active lifestyle whilst remaining true to the art of skating. My main goal for the R.A.D® MANNY ONE was to help capture all that within one shoe and deliver a performance-first product that embodies streetwear culture.
"It’s a shoe built to withstand the most punishing skate sessions whilst offering genuine performance. If that all sounds like too much effort, it’s also just a dope shoe to chill in.”
