Dickies Club is a proof-of-concept organization aimed to galvanize a community of young skateboarders in NYC's Lower East Side.

New York skateboarding has a talent problem, not a lack of it, but an excess. When the local heroes are Tyshawn Jones, Frankie Spears, and John Shanahan, the barrier to finding a community as a beginner feels impossibly high. Dickies Club was conceived as a response to that gap: a skate club built around progression, not performance. Supportive. Real.

The visual world was built to feel like it exists between planned moments. Unapologetically New York, not the skyline but the sidewalk. Photography was shot on the street with motion blur and available light, prioritizing texture over polish.

The Dickies Club mark borrows codes from the play-focused rag-tag approach, it's about creating something that feels unrefined and recognizable.

Film DP:
Adrian Hui

Film AD:
Calvin McCrory

Logo Design:
Julie Tran

Creative Development, Strategy, Direction:
Noah Jaffe

My role was focused on video direction, building a strategic foundation and production.

All stills produced using ChatGPT image.

Client: Personal

Year Completed:
2024