DC Shoes had just released a new campaign, where they treated location shots as movie sets. So rather than finding new skate-able ledges, rails, and steps, they were all built from ground up on the set. Making it a more controlled environment. Now the notion has its pros and cons like everything. The pros being that skaters and directors have more control of the tricks being pulled off, with minimum crash factors; like the pedestrians or pebbles on the road, also gives the cinematographers more freedom in placing objects that they find aesthetically pleasing with their advertisements—The Coney Island lookalike set is full of colors and fun props, giving the conventional skating set much more depth. Now the cons being that this lacks the “street” feel and the rawness in street skate videos. Some might think this isn’t as amped or authentic. All in all, The Initials Campaign was an enjoyable and new direction in skate videos.
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