The nature of professional surfing is a curious one: an activity rooted in the soul, in nature, taken to the extreme. The WSL requested a campaign that would get to the heart of the athletes themselves, that would help the audience bond with the surfers. That kernel of insight led us to the idea that each surfer has something in their nature––seemingly in their DNA––that has fueled their performances in the water.

From each athlete’s story, personality, and surf style, we created short narrative films alongside a full suite of digital assets. We collaborated with the athletes to ensure their quality was accurately portrayed, and asked for their input as to how they feel their careers and personas had been shaped.

Client

WSL

Role

Strategy, Visual Design, Art Direction, Story Producing