BONT SKATES | Out-of-Home Campaign

When tasked with creating an out-of-home campaign around alternative transportation, I wanted to go beyond bikes and scooters. I chose Bont Skates—a brand rooted in precision engineering and derby grit—to explore what happens when the rush of the track meets the rhythm of the street.
The goal: reposition roller skating as a high-performance, efficient, and fiercely individual way to move through the city.
Challenge
Public perception often traps skating in nostalgia—something playful or impractical. My challenge was to shift that belief and show that Bont’s heritage of speed and control could redefine the daily commute.
How do you convince a commuter that four wheels under their feet can feel like freedom, not fantasy?
Insight
Roller derby taught me that motion is more than speed—it’s power, autonomy, and focus.
That mindset aligned perfectly with Bont’s voice: technical, confident, and stripped of excess.
If we bring that energy to urban transportation, the street itself becomes an arena.
Strategy
Convince urban commuters and thrill-seekers who crave autonomy and control
that Bont Skates deliver pro-level precision for everyday motion
because each pair is hand-built from carbon fiber with the same heat-moldable fit trusted by world champions.
Campaign Line: Built for speed. Claimed by the street.
Headline System: Every Crosswalk Is a Finish Line. · Rush Hour Was Never Meant to Crawl. · Movement Finds You.
Creative Approach
The campaign uses Conviction Dynamics to reframe beliefs about skating:
Create belief that skating is serious, efficient transport.
Change the assumption that commuting must be slow.
Sustain Bont’s legacy of craft and performance.
Three placements bring those dynamics to life:
Billboard | “Every Crosswalk Is a Finish Line.”
Captures the thrill of derby translated to the morning commute.
Fast, wide, and visceral—drivers see motion even while stuck in traffic.
Transit Shelter | “Rush Hour Was Never Meant to Crawl.”
Eye-level energy at pedestrian pace. A moment of rebellion between red lights.
Ambient Wall | “Movement Finds You.”
A skater’s shadow cast on a city wall—haunting proof that speed never really leaves you.
Outcome
The series transforms roller skating from hobby to high-performance commuting tool.
Each piece communicates in seconds, relying on visual tension, clean typography, and Bont’s restrained palette of asphalt black, white, and red.
Together they celebrate what Bont already owns: craftsmanship, precision, and attitude.
Reflection
This project was part strategy, part love letter.
Roller derby shaped how I see motion—controlled chaos, strength through balance.
Bringing that feeling to an everyday context reminded me why I love advertising: the power to turn something personal into a shared story.
In this case, the story just happens to roll on eight wheels.