I’d been told that Chey’s a bit of a legend in Auckland. I thought it was just hype. But after a few days with him, it all made sense. From turning pro in the ’90s to pioneering multiple cult skate brands, including his latest venture – DEF Skateboards, Chey has built a community of like-minded people who love the world of concrete. He’s got that classic Kiwi ease about him – laid-back, funny, sharp – the kind of guy who makes everyone feel like a mate. For OPSM’s Every Day Excellence campaign, it was a genuine pleasure to step into his world – seeing where the ideas spark, how the designs take shape, and what keeps him inspired when he’s not on the board.

The toughest part was shooting him at the local skate park. Every few minutes, someone – kids, dads, and old mates would stop to say hi and edge into frame. In fact, the kid wearing green in Chey’s portrait at the end of the film was so determined to be a part of it, purely because it was Chey. Says it all.

Credits:

Client: OPSM part of EssilorLuxottica

Milan Team:
Creative Director: Alessandro Dondero
Senior Brand & Comms Manager: Mattia Rovini
Producer: Stefano Ottorino
Art Director: Gloria Grosso:
Copywriter: Ingrid Magnoni

Sydney Team:
Vice President of Marketing: Kate Boulos
Marketing Director: Laura Susans
Marketing Manager: Claudia Messina

Marketing Director Retail : Erin Diemar

Flint:
Director & Photographer: Toby Dixon
Executive Producer: Rachel Henderson
Senior Producer: Petra Valent
Producer: Belle Oliva

Director of Photography: Jani Hakli
Focus Puller & 1st AC: Dylan Jeffrey
Stills Retouching: Adam Hayes
Post-Production: The Hive
Editor: Chris Baron
Post-Producer: Nikita Singhi
Colour Grade: Yanni Kronenberg