The 2009 Quiksilver Skate campaign revolved around the idea of “ROAM”. This served as the basis for the concept of the campaign as well as the title for the online, interactive skate ‘zine which was created to go along with each ad. I worked very closely with renowned skate photographer Mike O’Meally to capture the content and tone needed to illustrate the skate teams year ROAMing the globe. Below is the print ad component of the campaign…
My responsibilites for this campaign were: the photo and video brief for each trip, the photo edit for both the print ad and the ‘zine, the layout and production of both the print ad and the ‘zine.
Based around the TodCast, the print component of the 2009 / 2010 snow campaign features 1 athlete per ad and highlights their signature outerwear. The copy in the ad is minimal and prompts the user to go online to watch the current episode of the TodCast for more information.
My responsibilities for the ads: art direction, copywriting, layout and production, photo brief for lifestyle and action photography.My responsibilities for the TodCast episodes: art direction, co-direction, pre-production, creative planning of the episodes.
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.