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Osiris Shoes presents -- "This Never Gets Old"

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Published on Jul 17, 2012

Conceptualized by Osiris, produced by Futuristic Films and directed by Nicholaus Goossen, who also directed the successful "We Are Osiris" campaign that won a Telly award. This Never Gets Old takes the viewer on a Point Of View (POV) journey that epitomizes youth culture. It's a morning to midnight adventure featuring a dog, skateboarding, bro downs, music, art, girls and back home to a surprise ending. Featuring a exclusive beat produced by DJ Troublemaker.

"In conceptualizing the POV concept the goal was to create a commercial that in 30/60 seconds captures all facets of youth lifestyle through action sports, art and music with subtle cameos of Osiris riders, but then tricks the mind and influences viewers to share and push it viral," said Brian Reid, Osiris Co-Founder/CCO. "Working with Goossen and Futuristic Films for our second big campaign was a fun challenge and our most creative commercial to date."

The This Never Gets Old campaign is a fast paced video clip on steroids that emulates a day in the life of a juvenile skate rat. The day starts with the cliché of cold pizza, giving his dog a quick walk, meeting up with his friends, hitting a concert, hooking up, coming home to the dreaded parental greeting and looking in the mirror to reveal an unexpected and clever ending.

"The strategy with this campaign was to really capture the quest for youth and the young at heart which everyone can relate to through the POV of a skateboarder for life. It captures not only the subculture of skateboarders and the authentic power and core of our brand, but also bridges the mainstream desires of youth lifestyle that Osiris represents," said Hans Molenkamp, Osiris Global Director of Marketing.

"Working with the Osiris crew is always a fun and creative endeavor," said Nicholaus Goossen -- Director. "For our second campaign together we wanted to go in a completely different direction from the last. Once Brian Reid came up with the POV concept, we decided on a tagline and then it all started to take shape. We brought back Director of Photography Zoran Popovic and together with Doggicam we created a helmet-rig for the Canon 5d m.III."

"One of the trickier aspects of production was finding a person who could not only wear the cumbersome helmet-rig while performing as the character and the cameraman, but also someone who would be able to skateboard dynamically," continued Goossen. "Luckily we didn't have to look very far as Osiris' own Eric Sorenson was able to meet all these requirements and did so with great skill."

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