Commercials drawing parallels between surfcraft and car craft.

A longtime partner of the WSL, BF Goodrich is an American tire behemoth. In 2021, we worked together to create a series of ad spots highlighting the joys of craft.

Creative Direction Kim Hogan
Copywriting Dan Willon
Videography & Editing Matt Devino

BF Goodrich x WSL: Craft

In surfing, your board is shaped––built––for any outcome you seek. Looking to surf gig waves? Build a big board. Looking to hang ten? Build a nose rider.

The BF Goodrich tagline “What are you building for?” became a perfect backbone on which to build stories of craft: whether it’s a car or a surfboard, you’re building for something.

We told three stories: one of adventure, one of creation, and one of craft.

BF Goodrich x WSL: Adventure

BF Goodrich x WSL: Creation