After Hours: A board creative

LG2's Jean Lafreniere pays hommage to skate culture

Here’s a sneak peek at our Aug. 19 issue

LG2′s Jean Lafreniere pays hommage to skate culture

When Jean Lafrenière was growing up, he lusted after the intricate, custom-made skateboards ridden by the z-boys of Dogtown, the fathers of modern skateboarding.

He hoarded magazines full of boards designed by Vernon Courtland Johnson and Jim Phillips, and imagined one day owning one.

But in those days it wasn’t possible to buy a board made in California and have it shipped to his hometown Shawinigan, Que.

So instead, he made them.

Hanging around his home are some 60 vintage skate deck replicas, carefully cut and sanded down from blanks, then hand-painted and airbrushed with special techniques to mimic the silk-screened finish of the originals. Lafrenière uses old photos from his magazine collection to reproduce the artwork as closely as possible; he recreates the “period-correct” brand stickers in Photoshop and prints them on sticker-paper; and he’s even invented a method to custom-colour urethane wheels, which takes about an hour of boiling in dyes on his stove.

The replica he’s most proud of is a rare, hand-crafted board custom-made for Jay Adams, which only ever appeared in a few published photos. To recreate the design, he had to scan, expand and clean up the photos, and even then the reproduction involved some guesswork.

Lafrenière graduated from OCAD in the 80s and worked at Cossette for 22 years before moving to lg2 last spring. His creative work on several road safety campaigns for the Société de l’assurance automobile du Québec garnered a Bronze Lion at Cannes this year, as well as the 2013 Grand Créa for the spot, Anthem of Shame.

When he’s not busy winning Lions, the 47-year-old copywriter and art director at lg2 is busy working on his side projects—putting together abstract sculptures he makes from Japanese toy parts and figurines, playing and sampling bass, or his favourite­—making boards. He says his life is dedicated to skateboarding: he skates with his local crew four or five times a week at Quebec City’s Skate Plaza, and at work, he keeps a board under his desk to rest his feet on.

Lafrenière has never sold a replica, because he doesn’t want to diminish the value of the originals. The originals “are so hard to get, that even just to have the replica in my home—it’s something cool,” he says.

For more on Canada’s creative elite, subscribe to Marketing. It’s currently available on newsstands and to subscribers in both print and iPad formats.

And if you want up-to-the-minute news coverage of marketing, media and PR news, subscribe to our twice-a-day free e-newsletters.

Advertising Articles

Tide ad features gay couple as brand aims to be more ‘inclusive’

P&G is on a mission to reflect the diversity of its customer base in its advertising

Watch Molson reward die-hard hockey fans with NHL experience

“Anything For Hockey” marketing platform continues with documentary-style video

Louis-Philippe Gariépy joins Syrus Reputation Services

With new hire, two-year-old Montreal-based firm grows to 13 employees

Newspapers still key in automotive path to purchase

Three quarters of recent car buyers used papers during buying process, study says

Sport Chek heads to the mountains for new web series

#FirstTracks follows Winter Olympians Mark McMorris and Noah Bowman

Dean Blundell returning to radio with Sportsnet 590

Announcement comes one year after he was dismissed from The Edge

Andrew Keen on the dark, destructive side of disruption

And, why consumers need to take more responsibility for their actions online

RV industry urges Canadians to rediscover childhood fun

Campaign from DS+P demonstrates the value in the great outdoors, not gadgets