Case Study – O’Neill
First Name In The Water celebrated the legacy of Jack O'Neill, the pioneer who changed the course of surf history. Built around heritage, innovation, and exploration, the campaign connected the brand's past to a new generation through film, photography, design, retail, social, and digital experiences.
Projections Campaign
The Projections campaign launched ‘First Name In The Water’ and reintroduced Jack’s story in a bold, visual way. Archival images of Jack and early O’Neill moments were projected across Santa Cruz landmarks — blending the past and present through light, texture, and movement. It turned nostalgia into something modern, reminding audiences that O’Neill isn’t just part of surf history — it’s the brand that defined it.
A collaboration with filmmaker Riley Blakeway.
Hyperfreak Boardshort Campaign
Created to support O'Neill's flagship boardshort collection, Hyperfreak combined athlete performance, product innovation, and lifestyle storytelling. A "non-tech, tech" approach used collage, stop animation, and mixed media to communicate key features in an unexpected and engaging way.
A collaboration with artist Leon Washere.
Video Advertisements
To maximize reach, campaign assets were adapted across broadcast, digital, paid social, retail, and e-commerce channels. Long-form films were reimagined as platform-specific edits while maintaining a consistent visual language and storytelling approach.
Strike Missions
Strike Missions followed O'Neill athletes as they chased swell, explored remote coastlines, and immersed themselves in local cultures around the world. Told through the surfers' own voices, the series blended surf action, travel, and storytelling to showcase the adventurous spirit at the heart of the brand.
A collaboration with filmmaker Jacob Vanderwork.
Tested & Approved
Tested & Approved was an ongoing content platform designed to showcase O'Neill products in the environments they were built for. Featuring athletes and ambassadors, the series translated technical product features into authentic stories of performance, durability, and innovation.
A collaboration with filmmaker Jacob Vanderwork.
Seasonal Photography
Seasonal photography established the visual foundation for every campaign. More than product imagery, the work captured the light, texture, and emotion of each collection, creating a cohesive visual language across retail, digital, social, and print.
All photos by Grant Ellis.
Email Marketing
Targeted campaign emails brought the story directly to the customer, blending product education with lifestyle imagery to drive engagement and conversion.
Website Homepage
The homepage marquee served as the digital launchpad, delivering bold visuals, campaign film integration, and a clear path from inspiration to product discovery.
Social Advertisements
Dynamic carousel ads showcased multiple styles and key features in motion — optimized for performance while keeping the storytelling authentic and visually consistent.
Animated .gifs
Short, looping animations became a key tool for social storytelling — lightweight, eye-catching, and built for speed. Animated GIFs distilled key product moments into motion, grabbing attention in fast-scroll environments while reinforcing campaign consistency.
Retail Window
At retail, the campaign came to life through large-scale imagery and storytelling moments that stopped traffic — translating the energy of the water into a physical brand experience.