— CLIENT

Adobe

— ROLE

Creative direction

Copy writing

— SQUAD

Marisa Biaggi, ECD

Reham Ibrahim, ECD

— PRESS

Adweek, Afro Tech,

Print Mag, Creative Cow, Hollywood Reporter,

Stories on Skates

Roller Skating had a moment during the pandemic, but it's been a big part of Black culture for decades. So to launch Adobe Substance 3D, we teamed up with Cynthia Erivo and a team of skating influencers to create 6 hyper-unique pairs of skates that take us through history.

Each skate tells a story through unique 3D textures and materials, that show how skating thrives today because of the Black communities that fought to keep the sport alive

Cynthia

Erivo

THE RATTLE & ROLL SKATE

From Kentucky Throws and New York Trains to Baltimore Snaps and Chicago Nutcrackers, these are the moves that have made Black skate culture iconic.

Illustrating the natural repetition and organic flow of these choreographies was essential for the Rattle & Roll skate and influenced the patterns of organic textures like leather, suede, and quilted fabric.

THE FAM JAM SKATE

As early as the 1950s, roller rinks have been spaces for the Black community to come together. On the wood they found freedom of expression, at the skate counter they found friendship, and in those friendships they found a community that has lasted generations.

The rink was a symbol of community, so the design recreates the physical space, pulling in textures like wood paneling, metal lockers, neon lights, and funky carpets.

THE SKATE WITH SOUL

When hip-hop and rap were shunned on MTV, roller rinks became the stage for headliners. Skateland in Compton, CA became a vanguard of music that came to define an era and a community.

This design takes inspiration from the different genres that made it to the rink like funk, soul, rap, and hip-hop, with textures like clear acrylic, vintage records, and auxiliary cables.

THE DRESS TO EXPRESS SKATE

Custom skates were coming out of L.A. in the 80s. From dancing shoes to Air Jordans, anything could be made into a custom skate set.

We went with a “maximalist” design that draws on the passion of the community in a way that feels unique, bold, and unapologetic. We pulled from unexpected and unique textures like disco ball tiles, neon, fur,

and chrome.

THE POWER SKATE

Even today, roller rinks have discriminatory rules that target Black skate culture. But with rinks struggling to stay in business, the places that embrace the Black community have been the ones to thrive.

The design for the Power Skate is a celebration of the elements that give shape to Black skate culture, embracing the textures that empower skaters

to express themselves like denim, fiberglass, paisley bandana,

and brass.

THE RINK RAT SKATE

“Rink Rats” is a name for people who grew up going to roller rinks and whose families had a legacy of doing the same. For Black skaters, roller-skating connects to a shared history, culture, and city.

This skate represents a proud history that looks to the future. Textures that demonstrate the passing of time like embroidery, film, gold, and leather.