To celebrate the official opening of Flipper’s skating rink in London, the iconic establishment. is debuting the ‘Chronic Skate’ in recognition of Dr. Dre’s first studio album, The Chronic.

Flipper’s founder Liberty Ross chose to highlight her longtime friend and supporter by creating the collectible ‘Chronic Skate’ - the product is highlighted and officially introduced in the ‘Flipper’s ‘Skate Heist’ short film. The film is about a skating heist that ensues through city streets, seeing Flippers' core skate collective arrive at the new site for a historical gliding dance session featuring music from Interscope Records artists.

To celebrate the official opening of Flipper’s all-new skating rink in London, the iconic establishment is debuting the ‘Chronic Skate’ in recognition of Dr. Dre’s first studio album, The Chronic.

Flipper’s founder Liberty Ross chose to highlight her longtime friend and supporter by creating a hybrid sneaker that is due to look XXplosive in the rink. The collectible ‘Chronic Skate’, is highlighted and officially introduced in the ‘Flipper’s ‘Skate Heist’ short film. The film is about a skating heist that ensues through city streets, seeing Flippers' core skate collective arrive at the new site for a historical gliding dance session. The target of the heist is the coveted ‘Chronic Skate’. The skates are crafted by customizable skate manufacturer Flaneurz, transforming Dr. Dre’s preferred everyday sneaker into a functional roller skate embellished with identifiable Flipper’s insignia.

Under the direction of music industry icon, Jimmy Iovine, a very strategic marketing plan and roll out was enacted to build up excitement for this limited release of Chronic Skates and Flippers Skating Rink. Leading up to the release of the short film, we recreated a skate chase scene from the film through the streets of New Jersey that lead to the 2022 MTV VMA venue as part of the show's preroll. Shortly after, a music video featuring the artists featured in the film (SPINALL, Summer Walker, DJ Snake, Äyanna) was released featuring footage from the film garnering millions of views. Each artist shared on their own platforms gaining more traction and excitement for the brand. The film then finally premiered on Hypebeast and Youtube.

Flippers is an iconic UK brand dating back to the original roller-skate culture of the 70's and we were tasked to bring it back to life globally and also make it relevant to current culture. Our director, Ben Dean, helped pen this idea along with Jimmy Iovine and Liberty Ross and the result was a very successful launch of Flippers skating culture and the limited release of the Chronic Skate.

We follow two masked subjects as they loot a truck guarded by security for its roller skates and then ride through a city in spectacular fashion, avoiding the law, gravity and even death itself. All for a fun night at the legendary Flippers. Worth it.

Although it’s not your regular bank, jewelry, or art heist story, we still wanted to treat it with the same level of seriousness and to make it feel as high-stakes as any other heist.

Due to budget and timing we shot everything up until the skate rink scene in Mexico City. We were able to achieve a lot more - from shutting down highways, city streets, alleys, markets to jumping off buildings. We could only shut places down for small periods of time and that was one of our bigger challenges, as we had to let traffic through during takes. We only had 2.5 days to capture all the heist scenes which was very ambitious so we made the decision to go fully handheld with some locked off long lens shots and made it all work. We also custom-made a rig attached to the skater’s leg to track the skates closely and used a drone in the market. Then shot the skate rink scene in London for a few hours, then went to Dre's home to shoot his scene for roughly a couple hours.

In classic Jimmy Iovine marketing genius, the Flippers brand was successfully cross promoted in multiple different outlets with a high cultural impact. The original space, founded by Ian “Flipper” Ross, existed only from 1979 to 1981 but gained a great deal of cultural clout for having a long list of celebrity attendees (Elton John and Cher among them) and a memorable gold dome and Jimmy and his wife Liberty were bringing that same iconic energy back to life through:

Pre roll at VMA MTV's 2023 show

Live performance at MTV UK show

Incorporating multiple Interscope artists to create an original song for the brand

Branded music video incorporating short film footage which garnered millions of views

Pop up experience at legendary 30 rock skating rink which transformed into Flippers Roller Boogie Palace featuring Usher and other high profile musicians.