Role:

Led Concept

Art Direction

Set Design

Athlete Direction

Image Selection

Production Design

Retouching / Post Production

Brand Identity:

- TechnoButter 3/3x

Direct Correspondence:

VP Marketing

Product Team

Sales Team

Photographers

Professional Athletes

Developed a global marketing campaign for O'Neill centered on “FEELS LIKE FREEDOM” for the TechnoButter 3/3x wetsuit series.

Built a custom in-house set using PVC “prison bars,” directing team riders in high-intensity surf environments to capture the contrast between restriction and release through movement and expression.

Translated product performance into a clear visual narrative focused on lightweight feel, flexibility, and unrestricted motion in real conditions.

Executed across global surf publications, in-store marketing materials, web, and digital advertising, maintaining a consistent campaign presence across channels.