Syrmo: Kickass skateboarding

Credits & Description:

A trick that nobody sees is one that never happened
Mónica Moro / McCann: cief creative officer
Jon Lavín y Raquel Martínez / McCann executive creative directors
Alternative Title: Kickass Skateboarding
Matías Iván Visciglia / McCann art director
Miguel Moreno / McCann COPYWRITTER
Skateboarding is a sport that has barely changed in its 50-year history. In order to give a helping hand to those practicing the sport, McCann Madrid and Syrmo (an innovation-based start-up located in San Francisco and Buenos Aires) got in touch with them to find out their problems, their challenges, their needs. In order to promote the gadget in the skateboarding community, McCann Madrid and Syrmo organized The Dark Side of Skateboarding - the world’s first skateboarding competition in the dark, judged 100% by Syrmo, the only one who could actually see all the tricks in the pitch-dark room.
Skateboarding. This is not about pretending, it´s about being. About trying. About failing. About crying. About bleeding. About trying again. About... That glorious second.
What if you could relive that sensation? What if you could inmortalise your tricks and share them with the world? Wouldn’t that be kick ass?
Well, now you can. Introducing syrmo. For all those who’ve had a second of glory that deserves to be eternal.a smart pad you simply attach to the truck… imperceptible when you’re skating. Because syrmo was conceived, designed and tested in collaboration with real skaters.
Sensors track every movement of the skateboard…and connect to an app on your phone to record and replay all the tricks you perform in 3d. The ones that you land and the ones that you don’t. All with your very own style. This way you can relive them. Share them. Improve on them. Break records. Challenge your friends. Play. Choose routes… and join the largest social network of skaters who don’t want to pretend, who want to be.
The skateboard is dead. Long live the skateboard