Fuel Tv Digital, Case study Cobblestone Riders [Case Film] by FCB Lisbon

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Cobblestone Riders [Case Film]

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Industry Culture, Leisure & Sport
Media Digital, Interactive & Mobile, Case study
Market Portugal
Agency FCB Lisbon
Creative Director Edson Athayde, Luis Silva Dias
Art Director Rodrigo Burdman, Eduardo Pastor
Copywriter Viton Araujo
Designer Ricardo Marques, João Martins
Production Bro Cinema
Director Mário Patrocínio
Released December 2016


Clio Awards 2017
Product Design Product/Service: Vehicles & Accessories Bronze

Credits & Description

We decided to devise a way to skate the “unskateable”: a board that perfectly fits the tram tracks. As the story unfolded through online and offline channels, a skateboarding community emerged around our riders and the FUEL TV brand. More than creating a brand promotion, we created a brand-new sport.
Category: Telecommunications
Media: Case Film
Client: FUEL TV
Agency: FCB Lisboa
Production: Bro Cinema
Country: Portugal
Director: Mario Patrocínio
Creative Director: Edson Athayde
Creative Director: Luis Silva Dias
Copywriter: Viton Araújo
Art Director: Rodrigo Burdman
Art Director: Eduardo Pastor
Sound Design: Paulo Costa
DoP: Pedro Patrocínio
Post production: Claudio Jordão
Designer: João Martins
Designer: Ricardo Marques
Fuel TV is an action sports TV channel available in 70 countries, including Portugal. Skaters are a great part of our target audience.
How to engage with the skateboarding social community and create relevant, local, online content in a country where the streets are the nightmares of any skater?
The Cobblestone Riders project turned the Portuguese cobblestone streets, criss-crossed with tramway rails, into the perfect place for a new way of skating. We promoted this new sport with a radical online video series.