Numbskull: High-Speed, High-Impact Brand Edit
I was driving home from a snowboarding trip, just listening to music, when Noticed by Lil Mosey came on. I hadn’t heard that song in a minute, and it instantly hit — gave me that warm, throwback kind of feel.
I started looping it in the car, and pretty quickly I was imagining full video scenes in my head like I usually do when something creatively clicks. There’s a part in the song where he goes, “I turn heads when I roll through, yeah,” and that’s when it came to me: a snowboarder soaring through the air in slow-mo, “turning heads”, then BAM — beat hits, speed ramps, and we’re off. And the whole bird moment? That wasn’t even in the track. I imagined it. I created a moment where the music drops out and it’s just birds echoing through the mountains. I could see it in my head before anything was even filmed. That was the spark.
Literally the same day, I get home, open Instagram, and the first thing I see is an ad for Numskull ski pants. No joke. I was like, “Alright universe, I hear you.” So I reached out, pitched the concept super casually — not a full deck or anything, just a clear idea and the vibe — and he were all in. They sent me gear, and the creative was in motion.
i filmed it with Noah Gionfriddo, a skier buddy of mine who’s sponsored by Icelantic Skis. We hit the mountain early and got the shots we needed. Then came the edit — about 8 hours in After Effects, all in 4K. I wanted it to feel clean, cinematic, but still like it belonged on TikTok. Time remapping was the toughest part, but I love how it turned out. And the sound design? That was a whole separate project. I built it before filming — all the whooshes, ambiance, even birds pitched to match the key of the song. If you see it on screen, I want you to feel it. That’s my editing philosophy.
The video ended up pulling 1.4 million views on TikTok and over 10k on Instagram. Numskull’s site started getting traffic from everywhere — people DMing from outside the U.S. trying to buy their gear. It brought real results. But beyond the numbers, something better happened:
Me and Mark, the founder of Numskull, built a great relationship.
We talk regularly now. I help with content strategy, visual direction, and just general ideas for how the brand can evolve. It’s easy, it’s collaborative, and there’s real trust. And that’s honestly what I want every project to turn into — not just a one-off video, but something that builds momentum and connection. That’s what this one was.
It started with a good song and a spark of an idea. Turned into a great shoot, a killer edit, and a brand partnership I’m genuinely proud of. Projects like this are why I love what I do.
