Earlier this year, Electronic Arts (EA) and Uncommon Creative Studio built a skate park in Mexico City and invited 100 skaters to perform tricks for a commercial. The cast kept skating long after the cameras stopped rolling, and by the end, several skaters had become a real crew.

“It turned into a big celebration,” Uncommon creative Sammy Gold recalled.

That community vibe is meant to mirror the virtual experience of EA’s Skate, which is launching the first new edition of the game in 15 years. Uncommon created the campaign introducing the next chapter of Skate, paying homage to skate culture and inviting a new generation to join the game.

The Skate reboot is one of EA’s most anticipated recent launches. Ahead of the early access release today (Sept. 16), EA received more than one mi

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