Aljada Skatepark – From Concrete to Culture

1/ Strategic Insight Skateboarding wasn’t just a sport in Aljada — it was a cultural signal. The arrival of the two times Olympic gold Keegan Palmer gave us the momentum to turn a skatepark into a youth-driven identity. 2/ Audience Definition We saw teens using the space not just to skate, but to be seen, supported, and heard. What they needed wasn’t a campaign — it was a platform that reflected them. 3/ Creative Direction We created a persona for the skatepark: bold, rebellious, and real. A voice that spoke like a friend, not a brand — with raw visuals, lo-fi content, and attitude-first storytelling. 4/ Content Rollout From community sessions to video interviews with Keegan, we led the full content strategy, covering social takeovers, Q&As, and story-driven reels. 5/ Cultural Impact The park became more than concrete. It turned into a creative ecosystem — where youth identity, sport, and emotion collide.