Role:

Led Concept

Art Direction

Athlete Direction

Image Selection

Production Design

Retouching / Post Production

Brand Identity:

- TechnoButter 3x

- NytroLite

- Don't Get Burned

Direct Correspondence:

VP Marketing

Product Team

Sales Team

Photographers

Professional Athletes

Developed a global marketing campaign for O’Neill focused on next-generation product innovation across TechnoButter 3x wetsuit technology, NytroLite Foam Technology for wakeboarding vests, and “Don’t Get Burned!” UV Sun Protection lycra performance apparel.

Blended lifestyle and action imagery featuring team riders across Surf, Wakeboarding, and Stand Up Paddleboard environments, positioning product performance in real-world conditions.

Connected surf-focused innovation with archival-inspired visuals referencing founder Jack O’Neill and the brand’s heritage, reinforcing “FIRST IN THE WATER” as a core identity thread.

Executed across digital campaigns, retail environments, and in-store marketing materials, maintaining clarity, consistency, and strong brand presence across global markets.