Free the Wheel

Client: Heelys
Role: Art Director


Heelys peaked in 2007, and although they are still being sold, the company is little known to younger Gen Z members.

The popular wheeled shoe was forbidden in schools for being dangerous and banned in the mind of mass society for being weird. Lucky for us, Gen Z is more accepting of weird products, as long as they have an interesting backstory.

Big Idea

Play into the camp-y, meme culture of Heelys by showing a new generation a hyperbolic falsity of what happened to the once forbidden shoe. How? Through our weirdo campaign spokesperson, Ronnie. Free the wheel. Free the mind.

Free Your Mind Further

Click here to view Ronnie’s website or here to view the full campaign scripts.