‘Join the Tribe’ is my entry for Edit Fest 2023. It’s a spec ad for a fictional street-wear brand called “Stryde” that captures the energy and creativity of urban culture, paying tribute to the rebellious spirit and individuality reminiscent of the movie ‘Lords of Dogtown’. Young people of diverse backgrounds come together to express their individuality through skateboarding, freestyle cycling, graffiti, and street art.

The city itself becomes the stage for skaters, artists, and streetwear enthusiasts. Through the use of transportation such as subways and cars, the commercial metaphorically represents creativity as a continuous movement of ideas and the constant desire to explore new directions for self-expression. “Stryde: Join the Tribe” celebrates individuality and invites those who embrace creative freedom to be part of this community of like-minded individuals.

Music: The Margots ‘Fuzzy’