Meet JZ Radical
MTV has always thrived at the center of youth culture, but in an era of endless content they needed bold ideas to stay relevant. Skate Life is a 22-spot series that I conceived, wrote, pitched and directed for MTV, which follows skate legend Josh Zickert and his eclectic friends as they skate, rap, deejay and hit the hot spots in downtown NYC. The series was featured at MTV’s Global Affiliates Conference as an example of content that excelled in expressing the brand’s persona and vision.
Deliverables
Conceived, pitched, and directed “Skate Life,” a 22-spot branded content series for MTV and MTV 2
All art direction, casting, post production direction and final video deliverables
Blended music, fashion, skate culture, and street art into a unified creative expression
Content campaigns, event graphics, in-office branding, and digital storytelling tools
Partnered, managed, and discovered authentic skaters, and artists to ensure cultural credibility
Impact
Reached an estimated 22M+ viewers across broadcast and digital platforms in its first run
Drove a 28% lift in brand recall and positive perception of MTV
Grew organic engagement with younger audiences, boosting social sharing by 18%
Featured as best of branded content at Viacom's Global Affiliates Conference