WHO IS NED?
A character-led project, grounding elite freestyle riding in audience relatability across film and product.
CONTEXT
Modern professional snowboarding is now at a level that is so high, it can feel far removed from the experience of a typical rider. Nidecker’s 2025 freestyle product line relaunch required a clearer narrative identity to unify boards, riders and campaign messaging.
PROBLEM
How do you make high-level freestyle riding feel accessible without diluting its legitimacy? How can you link product with brand messaging and cultural relevance?
STRATEGY
Together with animator Danny McCormick, I created an original character — Ned — acting as connective tissue between audience, product and athletes.
He’s fun, cheeky and easy to draw yourself, living on snowboard graphics, print ads, shop windows, zines and a video campaign.
Ned uses humour, animation and self-awareness to ground elite-level riding in something relatable for the typical snowboarder.
EXCECUTION
I directed a freestyle snowboard film integrating ‘Nedimations’ in various art styles with live-action riding.
We developed matching graphic elements across the freestyle snowboard line.
We rolled out campaign visuals, digital assets and product storytelling aligned with the character concept.
I ensured tone consistency across film, product, social and retail.
OUTCOME
Character adoption by team riders and audience alike.
Created a recognisable narrative device bridging product and performance.
Established a repeatable model for embedding narrative directly into product design and category storytelling.
Ned products were represented at the 2026 Olympics.
Year two graphics received industry recognition at Shops First Try 2026.
AUDIENCE REACTIONS
“Creative spirit nailed — this isn’t just tricks, it’s personality.”
“Love it, it's a real snowboard movie... Simple down to earth snowboarding.”