Red Bull - Instagram Tricks Roulette

Getting skateboarders to try new tricks on Instagram.

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In early January 2020, “Which X character are you?” filters are all the rage on instagram. So I started to wonder if we could leverage that trend to get skateboarders on instagram off the couch and try skateboarding tricks.

I created an instagram filter called Tricks Roulette, which randomly gives a trick to the user as they record themselves. In just a couple of days, it reached over 1M people and started to spread around the world.

Legends such as Tony Hawk, Eric Koston, Chad Muska, Torey Pudwill, Joey Brezinski and more started using it, Youtubers started to make content with it.

I’ve gathered some of my favourite recorded tricks on the following Instagram account @TricksRoulette, accumulating over 5,000 followers.

Roles: concept, art direction, copywriting, creative tech.

It caught the eye of the Red Bull Skateboarding team on instagram who decided to try a 1 week sponsored takeover of the filter, here is the case study of that week of activity.

They ended up acquiring the filter permanently.

Try it here: Tricks Roulette