Activision wanted to do a seamless advertising integration for their new game, Tony Hawk Ride. We decided to partner up with the newest edition to the game, Mike Mo Capaldi. When I wrote and directed this the idea was to showcase what it is like for a up and coming pro to be honored with becoming a video game character in a game he grew up playing. We also wanted to showcase the new interactive gameplay that is featured in Tony Hawk Ride and also chronicle what a pro skateboarder goes through to be in this game from start to finish. Activision was extremely pleased and between the game play, Mike Mo Capaldi, and realizing a dream of becoming a character in a game you have played since you were a kid it was a successful campaign.