What do you get when two legendary figures, Snoop and Gonz, join forces? The hottest collab to hit skate shops in 2016. Lucky for us, adidas Skateboarding asked Kamp to tell the story and create a campaign to launch the highly anticipated line for two long time supporters and close friends of the brand. Kamp jumped at the opportunity to collaborate with two prolific and highly esteemed artists.
The story focused on the pair's LA anti-culture personalities and their collective memories of the city of angels during the golden era of skateboarding.
Along with creating a lookbook detailing the collection's range, a series of short animated videos illustrated by the Gonz himself was created. The films brought to life the duo's account of notable characters, notorious happenings and legendary moments from the city they grew up in.
To tease the collaboration, custom seeding kits that were sent to celebrity influencers and key media, were created. Packed in custom lowrider model-inspired packaging, they included a pair of the shoes, a keychain and a diecast customizable low-rider.
On launch day, a private day party at the iconic and historic Los Angeles location of Randy’s Donuts was produced. A custom Snoop x Gonz Impala designed by Gonz took center stage amidst an authentic lowrider show featuring eight cars from SelfMade LAX Lowrider club. A mix of 400+ influencers, media, and retailers enjoyed the festivities with Snoop on the 1's and 2's while enjoying custom-baked Snoop x Gonz donuts.
The result, over 45M impressions, 210 plus pieces of coverage, and one hell of an evening for everyone involved. Westside.