ROLLING AWAY: A SKATEBOARDING DOCUMENTARY STARRING RYAN SHECKLER
Rolling Away offered an intimate look into Ryan Sheckler’s life, capturing the essence of what it means to be a skateboarder. From his earliest days on a board to the punishing injuries that tested his resolve, the film emphasized that skating is more than a sport—it’s a mindset shaped by resilience, risk-taking, and relentless progression. Strategically released alongside his landmark video part, Lifer, the campaign aimed not only to cement Sheckler’s legacy but also to broaden the audience, all while resonating with the core skate community.
As the campaign manager and point of contact for Ryan, I ensured that every aspect—from timing and content drops to media placements—aligned with campaign goals. I secured editorial opportunities, guided social platform strategies, and managed Ryan’s feedback, integrating his input into content and overall campaign positioning. Orchestrating a star-studded red-carpet premiere in Los Angeles, my team leveraged Ryan’s celebrity network to amplify the narrative and drive authentic word-of-mouth.
Following its exclusive debut on Red Bull TV and subsequent ESPN2 broadcast, Rolling Away gained substantial momentum. A special My War episode on Thrasher’s YouTube channel became their most-watched non-short video of 2023—powerfully validating the project’s impact within the core skate community. Beyond that, social amplification by cultural touchstones like Klay Thompson, Lil Wayne, and Machine Gun Kelly helped unlock new audiences. This campaign not only cemented Ryan’s legacy, it showed that authentic, athlete-driven storytelling has the power to transcend broader culture and inspire audiences worldwide.
