The third story told by the film is the story ofcreativity, theidea that skateboarders and, by extension, all action sports practitioners are as much artists as athletes.
It was jointly taught by staff from the Judge school and executives from Saatchi and Saatchi, with theideaof breaking down the notion that creativity should be the sole preserve ofthe so-called "creative industries" such as advertising.
The core idea was to begin to prepare the next generation of brand leaders to embrace creativity and learn how to lead breakthrough in the creative process.