Riff Raff Signs Johnny Kelly to Directing Roster
April 2, 2026
Rotterdam-based director, 3D motion designer (and ice hockey fan) Freek Freriks drops a dynamic new portfolio-building exercise in the form of a spec spot for venerable Canadian sporting goods brand CCM.
Freek Freriks: “This is a personal project to expand my reel in a corporate and branding direction to fit the current demand of the industry. I had to think carefully about what type of product to feature; ideally one with an interesting learning curve, like my hockey skates.
“I am a fan of CCM [founded in 1899] as they truly know how to capture the retro, old-school look of a hockey skate while simultaneously making it look contemporary, almost futuristic. They also utilize a variety of materials, ranging from complex modern composites to traditional textures.
“It was really about finding the balance between a raw analogue and a clean contemporary look that articulates the product well.”
“This is where the creative challenge came in. To capture this old-school and contemporary look and feel, the video needed a bit of an analogue feel, as if it was shot on film with a lot of contrast, tactility and a rawness to the images with lots of grain.
“The rawness fits well with the game and contradicts nicely with the smooth ice. At the same time I added a bit a of a neo-noir sci-fi look to the colors for that futuristic vibe. It was really about finding the balance between a raw analogue and a clean contemporary look that articulates the product well.
“The music is by The Halluci Nation, an aboriginal Canadian disk jockey collective who blend instrumental hip hop, reggae, moombahton and dubstep-influenced dance music with elements of First Nations music.”
Brand: CCM
Director/animator: Freek Freriks
Music: The Halluci Nation “Stadium Pow Wow”
