High

lights

&

03

Previously, he was an editor-at-large

for Skateboarder and Strength Magazine. 
Even more previously he was snowboarding against some of the biggest names in the sport, and losing.
C’est la vie, no? It’s all downhill

from here.

Methodology

01

Dodging the rare honor of being named Adweek's "Creative Director of the Decade" 

by a matter of inches, Benjamin Roy has nonetheless been shaping cultures, blazing 

trails and building world-class brands for the last fifteen years. 

At GoPro, he authored We Are GoPro, A Guide to the DNA of the GoPro Brand. At Google, 
he managed the Agency program and authored The Small Think Big Book. At Intel, he wrote 
the manifesto that led to The Creators Project—a joint partnership with Vice. His documentary 
films include 2018’s’ We Are Epic. Commercial films include collabs with George Foreman, 
Bubba Watson, Danny Glover, Alex Smith and Shirin Gerami. 

Methodology

01

Dodging the rare honor of being named Adweek's "Creative Director of the Decade" by a matter of inches, Benjamin Roy has nonetheless been shaping cultures, blazing trails and building world-class brands for the last fifteen years. 

At GoPro, he authored We Are GoPro,

A Guide to the DNA of the GoPro Brand. At Google, he managed the Agency program and

co-authored The Small Think Big Book. At Intel, he wrote the manifesto that led to The Creators Project—a joint partnership with Vice.

 

His documentary films include 2018’s’ We Are Epic. Commercial films include collabs with George Foreman, Bubba Watson, Danny Glover,

Alex Smith and Shirin Gerami. 

02

Friendship first.

Do you really want to spend another moment

of your life with people who don’t care about 
you? Fuck that. We’re in this for the first-evers, the up-all-nights, the music. Let’s be friends.

Legacy that lasts.

Pretend it’s over. (it will be.) That wasn’t too

hard, was it? What were you known for? What moved you? What was your goal? If you think this doesn’t matter, think again.
 

Positively fearless.

Sid and Nancy were lovely teenagers,

but our brand of fearlessness has a J-curve near 

the bottom that ensures a positive strike. The impact will be lovely, and it will be loud.

Heart before design.

Ethos is the spirit of a community as manifested in its culture. When you read ethos, think heart.

People can tell if you have it. Every single meaningful message flows from here. 
 

Best in class.

Not the teacher’s pet, the teacher’s teacher.

Leading from the front means rejecting the Kool-aid, 

embracing the blank canvas, and shaking every moveable object on the path to success. 

2020

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