Loaded Boards
Fathom
A skateboard that blurs the boundaries between boards and bikes, the Loaded Fathom was created with the journey in mind. With a unique profile and incorporation of composite truck-mounting brackets, the Loaded Boards Fathom is a one-of-a-kind longboard that offers performance handling on a drastically lowered riding-platform.
Zee Brackets
The patented Zee Brackets were designed to work with the most popular longboard trucks on the market, allowing you to create your own custom lowered platforms. While the Fathom optimizes the performance of the Zee Brackets, their compatibility allows users to experiment to find their favorite ride for their commuting needs.
Teasing the Future
The Zee Bracket is such a unique system that it's hard to comprehend what you are looking at without seeing it in action. For the teaser campaign for the Loaded Fathom, I opted to put emphasis on the unique appearance and curvature of the Zee Bracket first and foremost. This was done by 3D printing custom "snoots" to be used with off-camera flashes that allowed me to only highlight particular areas of the Zee Brackets. Decontextualizing the product in this fashion made for a wildly successful teaser campaign that caused plenty of buzz within the longboard industry.
Launch Content
With a successful teaser campaign completed, the launch of the Fathom was met with high praise and understandable confusion from non-endemic audiences. The public campaign was split between stills content and video content, with each medium being divided further between lightly-informative content and striking imagery of the Loaded Boards Fathom in action.
