Facebook and Droga5 celebrate skateboarding’s debut at the Olympics with films by FKA twigs and more
Featuring four films from a roster of directors, the campaign is running during the NBC coverage of the games and highlights skateboarding communities across the globe.
- Ayla Angelos
- 20 July 2021
In time for the 2021 Olympic Games held in Tokyo this year, Facebook and Droga5 has kicked off We Change the Game When We Find Each Other – a cross-app global campaign running during the NBC coverage that celebrates how skateboarding is making its debut at this year’s games. Featuring a hero spot from Facebook Company, creative from Facebook, Instagram and a film directed by singer songwriter FKA twigs, the campaign highlights skateboarding communities across the globe from skate culture in Ghana to the ‘No Comply’ trick, plus longboarding and a film about skateboard pioneer Tyshawn Jones.
Through the campaign, Facebook plans to bring people together with its apps, tech and series of four films. Each tells a true story captured by a roster of directors, shot over 17 days and across four continents. Longboard Family for Facebook Blue App is directed by FKA twigs (Object & Animal) with choreography by Mike Tyus and Joy Brown. The film journeys around the world as it shows the ways in which longboarders connect with each other through the sport, all the while improving their skills. It also highlights longboarding dancing – which is the latest technique to have risen in recent times – as it follows the protagonists through Seoul, Barcelona and Los Angeles. The longboarders included in the film are Aboubakry Seck, Giu Alfeo, Ko Hyojoo, Lotfi Lamaali, Marina Correia, Gustav Sjogreen “Boop” and Brandon DesJarlais.
Elsewhere, Skate Nation Ghana for Facebook Company is created by four directors from Daniel Wolfe’s new production company, Love Song – this includes Daniel himself, plus Bafic, Elliott Powers and Justyna Obasi. Looking at the rise of skate culture in the country, the film features Joshua Odamtten as it tells the story of learning skills on the streets of Accra at night, by observing videos of his idol Chris Cole. He also later founded Skate Nation Ghana to teach his friends. The film also features surfer Sandy Alibo, whom he’d met on Facebook Messenger before heading on a tour to bring the sport of skateboarding to the younger generation in Ghana.
No Comply for Instagram is directed by Yann Demange (Reset Content), which looks at the impact of the skateboard trick, which involves popping the board in the air with your back foot, while jumping on the board with the front foot. Trans skateboarders Kane Caples and Marbie Miller, plus skaters Richie Jackson, Kento Yoshioka, David Gonzalez and Mirei Tsuchida make appearances in the film. Meanwhile, Once Upon a Time Everywhere for Oculus is directed by MJZ’s Juan Cabral, and follows Tyshawn Jones who’s known for his unique skate style which has gone on to influence video games.
Andrew Stirk, vice president, global company marketing at Facebook, explains in the release: “Facebook is proud to celebrate skateboarding and its athletes around the world, as the sport takes the global stage in Tokyo for the first time. Skateboarding is a grassroots sport and culture, centred around connection and community. This work celebrates the authentic stories of skaters using our platforms to find each other, broaden the culture, and push the sport forward.”
Droga5 co-chief creative officer Felix Richter adds:“The skateboarding debut at the Olympics this summer felt like the perfect moment to tell stories about how the sport has also evolved to become more inclusive and illustrate the role Facebook’s suite of apps have played – helping people find each other in sports and beyond – to build great things.”
Facebook App: We Change the Game When We Find Each Other. Skate Nation Ghana (Copyright © Facebook App, 2021)
About the Author
Ayla is currently covering Jenny as It’s Nice That’s online editor. She has spent nearly a decade as a journalist, and covers a range of topics including photography, art and graphic design. Feel free to contact Ayla with any stories or new creative projects.