Image: Ed Blomfield

AS: Hey Danny! Thanks for taking the time to chat with us, how’s your summer been so far?…
Hey guys. Aye it’s been good thanks, my twin sons turned 1 in May so it’s been equal parts hectic and fun!

AS: As a creative in the snowsports industry, how did you manage to bring those two worlds together for this project with Nidecker?
I used to work with Sam McMahon when we were both at Whitelines Snowboard Mag. We stayed in touch after we left and Sam went on to work as a filmer with Nidecker.

When I went full-time as a freelancer, he asked if I would collaborate on some projects – so I’ve actually been doing work with Nidecker for about 6 years now. In 2023 I was helping Sam with his film ‘Left Right’ and as part of the promotional material Nidecker created a limited edition board which they asked me to design.

The board went down really well with the Nidecker crew and the following year they asked me if I wanted to do some of their true twin graphics, to which I immediately said yes! This kind of work seemed like such a pipe dream when I younger so having the opportunity to do it now is unreal!

AS: Nidecker values originality, innovation and individuality. How did that ethos give you creative freedom or shape how you approached the campaign’s visuals?
The brief for the graphics was more or less a blank slate, which might sound like the dream but as a creative this can be really difficult at times.

That being said, it was cool getting to explore a really diverse range of concepts and then cherry pick parts from each of those. If they had been super rigid with the direction they wanted to take the boards I don’t think we’d have had the opportunity for those explorations and our progression of the graphics would have been stifled.

AS: We absolutely love Nidecker and their entire brand identity, what was it like working in collaboration with Nidecker on this project and what was your initial reaction to this brief?
To be honest, I was a bit intimidated! I normally do a lot more video and animation work, so being asked to do a bunch of static board graphics was pretty alien to me.

I think when things are in motion it can be easier to wow people with flashy tricks and quick cuts but a static graphic demands a more immediate and lingering impact.

Luckily the Nidecker crew gave me plenty of insight into what works well, and I got to experiment with some of the printing processes which was an awesome opportunity I’ve never had before.

Image: Ed Blomfield

AS: Can you walk us through your creative process for this campaign? How did you balance the Easter Egg element with the need to engage the brand's audience?
Having Ned appear as a hidden element was established as a concept fairly on in development, so while it wasn’t the driving force behind any of the designs it was always there in the back of my mind.

I think it’s a great way of making the true twins feel like part of the same family, even if their graphics appear quite different. I also think it speaks nicely to Ned's cheeky personalty and Nidecker’s freestyle ethos of creativity and having as much fun on the mountain as possible.

AS: Did you face any particular design challenges while working on this project?
The Sensor Team was easily the most time consuming. I was determined that all the wee doodles that appear on the board should be one of a kind and not repeated as a pattern. In the end I think there’s something like 200+ individual illustrations.

AS: Did you ever consider multiple “identities” for Ned during your character development stage before settling on the one final direction?
I must have done about 60 different variations of Ned before we inevitably landed on one of the first versions I did.

We did talk about altering him for different scenarios but so early on into his lifespan we thought it best to stick with the original for the time being as it helps make him that bit more iconic. Some of the previous versions made it onto the Sensor Team, though, so see if you can spot them there!

AS: This project seems to have a strong social component. How did you design visuals and board graphics that encourage audience participation and curiosity?
Having Ned make a sneaky appearance on all the boards for sure helped with audience participation, and I think helped me get over that anxiety of working on something static for a change.

I’ve had a number of people talk about how they discover a new illustration every time they look at the Sensor Team graphic, which is awesome to hear – that’s exactly what I was hoping to achieve with that design.

AS: If Ned had a signature trick, what would it be?
Probably some sort of hand plant or knuckle drag given that he’s mostly a big mis-shaped arm. Those tricks are also such great fundamentals for getting creative which sits nicely with his character too.

AS: How did you design the Ned illustrations to feel seamless within lifestyle shots, yet still stand out enough to invite that ‘Who is Ned?’ conversation across socials?
A core component I had in my mind when designing Ned was to make him easy for anyone to draw and I think because of this he slots quite nicely into nearly any situation. I’ve seen a ton of people do their own versions of him on boards, highbacks, and in the snow.

Team rider John Myhre even got a tattoo of him! All of them have their own quirks and imperfections, just like the original, which I love to see. I think it showcases how he can fit neatly into most scenarios.

AS: Of all the board graphics you designed as part of this project, which one is your favourite and why?
I’ve mentioned it a couple of times already, so I’d probably have to say the Sensor Team. It was a labour of love doing all those illustrations, plus I managed to get the base hot pink which I think looks so cool on the snow!

AS: We’re SO excited for the Who Is Ned? movie, can you give us a little something that we can expect from it?
The team did an amazing job on the film and the mix of heavy hitters with carefree creative sections makes it a joy to watch. Ned even manages to make a few cameos which was fun.

AS: Are there any other exciting projects you’re currently working on within the snowsports industry that you can share with us?
I’m actually just about to start pitching ideas for another season of Nidecker true twin graphics, so if all goes to plan you can look forward to seeing them in a couple of years!

AS: This sounds so epic, we can’t wait! Bring on winter! Thank you so much for chatting with us. We hope you have a rad season and we can’t wait to see what you get up to!

Watch the Movie Now

A snowboard film in search of the creative spirit.

Ned is a question, not an answer. But if you've ever hiked the same feature all day, stacked footy in the street, or helped shovel the take-off, you might already have met him.

Blending claymation, animation, and raw action, 'Who Is Ned?' follows the Nidecker crew across the globe . Highlights include Jawbreaker in Jackson Hole, the first session at France's legendary Avoriaz Gap in 13 years, and a pilgrimage to Area 241 – Mike Basich's DIY resort in the Tahoe wilderness.