I worked the Funny or Die project manager and we collaborated on this Funny Or Die co-branded site with Tony Hawk and company. We delved into the world of vintage 1970s skateboarding culture and associated imagery and came up with Shred or Die. I along with the PM came up with the nomenclature for the site along with the video ranking strategy. The site was live for about 3 years before being folded into the Tony Hawk brand and separating from Funny or Die when they changed strategy away from the Vertical Site idea.