Palace Skateboards wanted to create a funny, shareable film to promote and drive sales of a new shoe in collaboration with Reebok Classics, with the help of comedy actor Jonah Hill – a big Palace fan. In this hilarious viral phenomenon featuring Jonah Hill, evidence would barely suggest Jonah was filmed in their store in Soho - where he is a regular customer - talking knowledgeably about the brand, skateboarding and demonstrating a clear rapport with staff.

Palace has loyal, knowledgeable fans that would think negatively about transparent advertising. The film we produced was carefully made to be relevant in narrative, script, style and channel distribution for the skateboarding community, with the unique and wonky brand vision of Palace shining through. While also being entertaining and engaging to a wider audience with less cultural knowledge.

It looks very much like modern successful advertising – in that it doesn’t