The artists and athletes of The So-Gnar Creative Division Pat Milbery and Dave Sheets flew out from Colorado and teamed up again in Barcelona to handle and run the booth for X Games title sponsor Ford in conjunction with Street Factory Media. This turned out to be another very successful activation with very careful planning and time management skills.
In a nutshell, imagine going to a place you have never been before. Then finding a place to buy wood, metal and other materials to build a completely custom park for Skate and BMX demos. Then finding a warehouse to build everything in with all the right tools. Then transporting all the features to the X Games. Then once it is all set up at the Ford Booth, make sure to have a well known local artist come out to collaborate and paint a masterpiece with on all these features to make them as unique as possible. Then make sure to have skate and bmx teams lined up for the demos. Then once the four day X Games event starts, still have enough energy after the two weeks of building to hype up the crowd everyday. Once the event is over, tear down and restart from scratch all over again at the next location.
Of course there are many more steps involved, and lets just it not an easy task. These are just some of the situations Pat and Dave had to solve along with Street Factory Media to make sure Ford’s booth drew a great crowd in Brazil, Spain and now currently Germany.
So-Gnar is beyond thankful to be a part of an event like X Games and we couldn’t more stoked to not only have presence, but do what So-Gnar does best and that is to tie in the cultures of music, art and action sports all at once.
CLICK HERE to find out more about the next stop in Munich and the role So-Gnar plays in all of this on XGames.com.
Below are photos of the activation in Barcelona…