ElRubius x SBRamps
ElRubius was preparing for a unique encounter with Tony Hawk in Los Angeles. The challenge was teaching him to skate in one week and turn everything into a story that felt authentic and culturally relevant to both gaming and skate communities.
In collaboration with SB Ramps, we built a custom skatepark inside ElRubius’ home and developed a social-first narrative around the process. I led the creative direction, scripting, filming, and video production, focusing on authenticity, pacing, and storytelling designed for native social platforms.
The campaign delivered strong organic performance, with the video surpassing 2 million views, becoming SB Ramps’ most viewed content on both Instagram and TikTok.
This project focused on turning preparation into a story.
Ahead of his meeting with Tony Hawk in Los Angeles, ElRubius prepared by building a custom skatepark inside his own home in Andorra. Together with SB Ramps, the space became the center of a narrative that connected skate culture with his audience in an authentic way.
I led the creative direction and video production, shaping the content around anticipation, process, and real moments rather than promotion. The project was designed for social platforms from the start, with pacing and storytelling built to hold attention and encourage sharing.
The result was a behind-the-scenes story that felt natural, personal, and culturally relevant, reaching more than 2.5 million views.
