DAVE CARNIE

Copywriter. Creative Director.

I’m an internationally known copywriter with a unique and unusual background that began in skateboarding 20 years ago and has since rolled through ad agencies, film studios, magazines, TV, fashion, even the auto industry. Whether in the role of apprentice or Grand Poobah, I’ve been fortunate to work for and with some of the greatest artists and biggest brands on the planet.

I also accidentally coined the word bromance—I know, it’s a horrible word, I’m terribly sorry, but if I can invent a stupid word that people actually say with their mouths, imagine what else I can do. (I had nothing to do with chillaxin’, by the way—c’mon, that’s just stupid.)

 

Clients:

72 And Sunny, Wieden + Kennedy, Twitter, Samsung, Volvo, Scion, Kia Motors, Dodge, Nike, Adidas, Vans, DC Shoes, Supra, DVS Shoes, Marshall Amps, EA Sports, Red Bull, Carl’s Jr., Marvel, Tumyeto, Antihero, Corona, HUF, Pac Sun, and more.

Published:

Big Brother, Rolling Stone, Vice, ESPN, VIBE, Monster Children, The Ride Channel, The Skateboard Mag, Bizarre, Hustler, Huck, Blunt, Snowboard, SBC Magazine, Kingpin, Jenkem, Skateboarder, DIRT, Penthouse, Dining Out, Swallow, Kind Land, and The LA Times, among others.

 


 

Dumb: The Story Of Big Brother Magazine

The 2017 Hulu documentary about the story of Big Brother Magazine. "Unprofessional, amateur, and beyond dumb — this is the story of how Big Brother magazine came to be."

Samsung Galaxy S6 X Avengers: Assemble, Part 1

For the release of Age of Ultron Samsung and Marvel’s partnership provided 72andSunny a unique opportunity to bring their fans into the Marvel universe through immersive storytelling and Samsung’s technology. Executive creative director Bryan Rowles explained, “We ended up with the idea that, whether you’re an athlete or a normal person, wouldn’t it be cool to be a superhero—wouldn’t it be cool to be an Avenger?”

 

Volvo: The Mystery At Dalarö

Conceived and wrote scripts with director, Spike Jonze, for the two documentaries in this peculiar European Volvo campaign.

Nike 6.0, Featuring The RZA

Nike wanted to introduce the personalities of their relatively unknown team of action sports athletes via their music. We enlisted The RZA to create custom mixes based on each athlete’s preferred tastes. BMXer Garret Reynolds was into metal. (Agency: 72 And Sunny.)

 

Supra x G-Shock "It's About Time"

Conceived, wrote, and directed Supra Footwear collaborations with Lil Wayne, Harmony Korine, Steve Aoki, Deion Sanders, Retna, Dodge, Mountain Dew, Corona, and this one with G-Shock that featured a limited edition Vaider high top and matching watch. The video stars Supra team riders Keenan Milton, Boo Johnson, and Stevie Williams.

Supra, The Book

As the Senior Marketing Director at Supra, one of my favorite projects was creating a limited edition, brand history book. To see selected pages and read an interview with Chad Muska about the origins of the Skytop, click here.

 

HUF

Variety of content for HUF catalogs including an interview Keith Hufnagel. To read the full interview, click here.

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DC Shoes: The Trase

Taglines and copy for The Trase campaign.

 

Scion and Kia Open Road Magazines

I was Editor-In-Chief of Scion Magazine, and a contributor, consultant, and copy editor for Kia Open Road. Both titles are half automotive catalog, half curated editorial content (interviews, art, music, etc.). See selected pages and an interview with architect and environmentalist, William McDonough from the Scion “Green Issue." 

STACK

I was the creative director for STACK, a rock ‘n’ roll lifestyle app for the Marshall phone. Our team developed an extensive branding package as well as a collection of pilot content that included social media assets, interviews, music news, irreverent nonsense, and more. To view the content, click here.

To view a collection of content, click here.

Password: thestackpipe

 

The Hammer

As part of Supra's “Studio To The Streets” series, this video supported the release of Jim Greco’s signature low top, The Hammer.

Dust Bowl Disciples

To bring awareness to the worst drought in California’s history, the LACWC requested a fun way to deliver the bummer news. How about skateboarders in empty pools? Some of the biggest names in skateboard history participated in this crash course in creative conservation. (Agency: McGann | Zhang.)

 

HUF x Cleon Peterson Collab Interview

“There are some entire brands that I think the world would be better without, but really I don’t give a shit what people wear. If anything, bad clothes are a good thing: they are a fast and easy indication of who you want to avoid.” Read more.

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Black Flag X Farmer John Breakfast Sausage Limited Edition Collab

"We're gonna have a sausage party tonight! Alright!"

 

KR3W Denim: Hell & Back

KR3W’s Fall 2013 collection, “Hell & Back,” featured a new denim that was outfitted with Rehab Technology: “Recognize a higher power in denim: KR3W Rehab Denim.”