You might already have seen the Street Tetris video that has been making the rounds. It was shot by Rabbit directing duo +jacksonkarinja in San Francisco, to introduce the Freebord, a six-wheeled skateboard that mimics a snowboard's range of motion.

The effort aims to capture the freedom and control of the Freebord ride by showcasing the board's unique motion capabilities - riders can spin in circles and slide laterally while still in contact with land, in contrast to a traditional skateboard, which can only move forward. +jacksonkarinja attached neon geometric shapes to the skaters' bodies, the light tracing their unhinged movements as they fall into formation at the bottom of the hill and complete the life-sized video game.

Client: Freebord
Spots Title: 8-bit
Air Date: September 2009

Prod Company: Rabbit
Director: +jacksonkarinja
EP(s): Douglas Howell, Anura Idupuganti
Head of Production: Jeff Sommar
Producer: Gian Colombo, Shelby Ross
Prod Supervisor: Vieve Haag
Editorial: Moondog
Editor: Paul La Calandra
Producer: Joseph McKay
Music: erock
Shoot Location: San Francisco, CA


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Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.