I was commisioned to create the art for Cruz.E skateboards propaganda. This new brand of skateboards was released here in Guadalajara, Mexico.
The main goal was to create a new, fresh concept and dump the paradigms of old plastic skates. I came up with the idea of these masks. I wanted to create a fictitious beast who lived into the jungle and has made this place it's home, has built it's own roads to skate on, search for food, and escape from angry dogs and other beasts. They have their own stock of plastic boards concealed inside the woods, and they just live to protect them from evil. They even have their own lenguage.
I didn't want to get stucked in the same old story or concept that's typical of these cruise boards. I didn't want the people to see this brand as just "another california-surf-cool-style" It was a challenge to find the right way to mix these two way-diferent concepts together. But it seemed to work well in the end.
Besides i was directing the photography for the video with the filmaking company Encinta, and so for the photoshoot. So i had to work overtime to get this masks done in time.
Technically i used hard paper (in spanish Papel batería if you wonder), flour paste, masking tape, glue, and acrylic paint. The hair i made it by hand with natural fibers. They are fixed to the mask with velcro wich makes'em more portable and easy to clean.
Thanks a lot to the people who trusted me: The Cruz.E crew for helping me to bring the idea back to ground, and my partners also friends and family in Encinta. And everyone else who helped!
BIG project, hope you like it!