After years of breaking boundaries, not to mention his share of bones, skater Mike Vallely decided to make a change. He would start wearing a helmet—a move that typically meant you’ve gone soft. Mike V teamed up with Triple Eight, the NYC-based action sports brand, to make the announcement and spark a long overdue conversation about wearing helmets.

After creating a visual identity for the partnership, we produced a video that let Mike V tell his story, in his own words. “Get used to it” emerged as a symbolic phrase and became the campaign’s moniker. We then built a custom tumblr site that hosted the helmet debate, housed fresh content from Mike V and Triple 8, and energized the platform’s huge skate community around the issue.