ROLLING AWAY: A SKATEBOARDING DOCUMENTARY STARRING RYAN SHECKLER
From Ryan’s earliest days on a skateboard to the punishing injuries that tested his resilience, Rolling Away made a statement that skateboarding is more than just a sport.
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Role: Global Campaign Manager
Employer: Red Bull Media House
Date: January 2023 - August 2023
Location: Los Angeles, CA
In 2023, Red Bull Media House debuted Rolling Away, a documentary tracing Ryan Sheckler’s rise from prodigy to skateboarding icon. Released alongside his long-awaited video part LIFER, the campaign showcased the resilience that defines skateboarders while driving relatability among broader audiences. -
Rolling Away and LIFER became one of Red Bull’s top skate projects, solidifying Ryan Sheckler as a skateboarding icon. Thrasher’s My War was their most-watched video of the year. A celebrity-packed L.A. premiere and endorsements from Klay Thompson and Lil Wayne expanded the film’s reach, while ESPN2 broadcasts and national media coverage broadened its appeal. The success positioned Ryan as a key figure in the sport, culminating in his role as NBC Sports’ skateboarding analyst for the 2024 Olympics.
Campaign Roadmap: Developed a campaign roadmap with milestones to maintain release momentum.
Cross-Platform Integration: Ensured cohesive storytelling with Red Bull, media partners, and creators.
Talent Integration: Collaborated with Ryan, aligning the campaign to his vision and values.
Premiere Event: Produced an L.A. red-carpet premiere.
Media Outreach: Secured coverage across endemic and national outlets.
Social & Digital Strategy: Created cross-platform campaigns, featuring action-focused content and BTS narratives, driving traffic to Red Bull TV and ESPN2.
