Numbskull: Skiing like a kid - on purpose
After talking with Mark, the founder of Numbskull, about where he wanted the brand to go, he told me the origin story — and it really stuck. Numbskull didn’t start from a business plan or marketing funnel. It started with a drawing. Mark made some art, threw it on stickers and shirts for fun, and next thing you know, it caught fire. It was all just him and his friends messing around and doing what they loved.
That energy — that “let’s do this just because it’s fun” mindset — was something we both agreed needed to live in the content too. So I pitched something simple:
“What if we just strapped on kid skis and went full send?”
just dumb, harmless, playful fun — the exact spirit Numbskull was built on. Mark was instantly in. Said it was 100% on-brand. I linked up with Noah Gionfriddo, and we shot the whole thing with that in mind. We kept it light, casual, funny. The first few seconds of the video are the hook — Noah walking into a ski shop asking for kid skis. You’re immediately wondering what’s about to happen. Then we cut straight to him ripping down the hill on the tiniest skis possible. It’s ridiculous. And it’s perfect. The video did great on Instagram, and even more importantly, it helped solidify Numbskull’s online voice — one that doesn’t take itself too seriously. That same energy sparked more fun ideas: Mark skiing in a leather suit, buying an RV and grilling for no reason, all just because… why not? That’s what this brand is really about.
And for me, this video was a reminder that not every creative has to be polished and serious. Sometimes the best content comes from just having fun and being a Numbskull.
