Traditionally Swell has always used direct mail techniques to prospect for new customers. When the catalog business starting changing a bit we needed to evaluate our methods for getting new customers. The obvious place to start was advertising in surf magazines. I feel like we came up wit a unique and effective campaign that relied on simplicity and humor to catch the viewers attention.
At Rip Curl I was hired on as the Global Art Director for Mens and Womens, which means that I worked on all of the campaigns for the year. I worked directly with the Creative Director and 2 graphic designers to create the key art and campaign concepts for all catagories accross the brand which were then implemented by the art departments in each region around the globe.
During my time as the Art Director at Analog clothing, a brand under the Burton Snowboards umbrella, I was lucky enough to be on the team that developed the SRDR campaign. The genesis of this campaign came from a small group of us sitting around a table and expanding on this story of a small underground army with a common goal. SRDR was the simplified blueprint to they were to follow to accomplish their goal. Subvert, Resist, Deny, Revolt… 4 words in a specific sequence empowering this army and giving them everything necessary to take control of their destiny.