While shooting for various BMX publications in California, Jonze was introduced to a number of professional skateboarders who would often share ramps with BMX pros. Jonze formed a close friendship with Mark Gonzales, co-owner of the newly formed Blind Skateboards at the time, and began shooting photos with the young Blind team including Jason Lee, Guy Mariano and Rudy Johnson in the late 1980s. Jonze became a regular contributor to Transworld Skateboarding and was subsequently given a job at World Industries by Steve Rocco, who enlisted him to photograph advertisements and shoot promotional videos for his brands under the World Industries umbrella. Jonze filmed, edited and produced his first skateboarding video, Rubbish Heap, for World Industries in 1989. His following video project was Video Days, a promotional video for Blind Skateboards, which was released in 1991 and is considered to be highly influential in the community. The video's subject, Gonzales, presented a copy of Video Days to Kim Gordon during a chance encounter following a Sonic Youth show in early 1992. Impressed with Jonze's videography skills, Gordon tracked down the young filmmaker and approached him to direct a music video featuring skateboarders. The video, co-directed by Jonze and Tamra Davis, was for their 1992 single "100%", which featured skateboarding footage of Blind Skateboards rider Jason Lee, who would later become a successful actor. In 1993, Jonze co-directed the "trippy" music video for The Breeders song "Cannonball" with Gordon.