Armoury London’s director William Williamson, alongside the team at RAPP, set out in search of the best angle for the sleek clamshell that is Samsung’s Galaxy Z Flip4 in their most recent ad.

The team discussed several different city sports, including BMX and Parkour, before landing on skating for the ad’s theme, and subsequently, it became clear Pure Evil as the obvious choice. Back in the UK after showcasing his street artwork across the globe, Charlie Uzzell Edwards, a.k.a. Pure Evil, chose Hackney’s “Dirty London” appeal and existing skate culture as the ideal place for his world-famous gallery. Having been an avid skater since childhood, he finds freedom and creativity through urban sports. 

The team set their story in an urban environment with character, texture and scale – a skate park. The ad ‘skates’ alongside Pure Evil, documenting him and the process of creating his art.