Client: Heelys
Service: Art Direction

01. Insights

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.

02. 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.

03. Final Campaign

Free the wheel. Free the mind.

AD: Myself

CW: Rocío Santiago

View Ronnie’s website here.

View scripts here.