Global surfing pioneers O’Neill wanted to reinvigorate their reputation as the premium product specialist in surfing. We built an integrated campaign to show off their technical innovations across their latest wetsuit range.
To keep the content true to the DNA of the O’Neill brand and the iconic products, we introduced textures and caustic lighting techniques that allowed us to simulate the free-flowing movement of the sea within a studio environment. To further authenticate the narrative, we worked alongside world-renowned surf filmmaker Perry Gershkow to capture the true energy and emotion of surfing culture.
We fused live-action and 3D but made the 3D the primary focus of the creative. This allowed us to exaggerate reality, creating an abstract narrative to amplify the message and the feeling of being in the water.
We highlighted the technical properties of each wetsuit, showing off what makes them next level. A continual focus on demonstrating freedom of movement and comfort for the wearer was important to really connect with that cold-water surf consumer.