With skateboarding debuting at the Tokyo Olympics, Meta saw the opportunity to market each of the family of apps through the lens of the sport.
Just like early Thrasher renegades, who stole their folks handicam and strapped it to the bottom of boards with tape, the next generation of Instagramers are using the power of the ‘creative machine that fits in you hand’ to experiment, get it very wrong, create some dope s*** and to post the whole process.
The underground trick No Comply became an analogy for a spot about creative rebellion, an ode to taking something and making it your own. Featuring a cast of skaters redefining the sport like Kane Caples, Kento Yoshioka, David Gonzalez, Richie Jackson, and trans pioneer skater Marbie Miller, the skills and stories of these new-gen IG film makers chasing that epic shot landed real results.