CONVERSE’S skateboarding team CONS launched with athletes that not only skated, but were artists as well, musicians, photographers, painters, etc.

SAMMY BACA was an outlier. He is a pure shredder who Converse said wouldn’t even show to grab his check.

Looking to fold him in, an ad showed how Baca, like an artist saw the world a bit differently. Where a normal person saw a seedy hotel, a core skater like Baca, would focus on a long skatable handrail.