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.
Ned made it to the 2026 Olympics!
Created a recognisable narrative device bridging product and performance.
Established a repeatable model for embedding narrative directly into product design and category storytelling.
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.”