Mike Silcher

O’Neill Wetsuits: Global Marketing Campaign

Feels Like Freedom— TechnoButter 3


For this marketing campaign, creating concepts based on iconic and O'Neill historical relevance played into the visual concept of the initial "Feels Like Freedom— TechnoButter 3" campaign with a bit of humor to go with it. From building model kits for props to painting team riders' faces and putting them in overalls or a wedding dress, this humorous series had the stopping power and instant brand recognition. This campaign ran this impactful imagery in Global Surf Publications, In-store Point-of-Purchase, Website, and Online Advertising.

Concept to Execution

Feels Like Freedom | TechnoButter 3

“Braveheart”


Feels Like Freedom | TechnoButter 3

"Escape from Alcatraz"

Feels Like Freedom | TechnoButter 3

"The Runaway Groom"

Feels Like Freedom | TechnoButter 3

“Mission: Freedom 7”

In-store Point-of-Purchase (POP) | Online Marketing Collateral

Large and in charge!

Light up the room with humor and high impact imagery.

Surfing the Web.

Creating an effective and engaging marketing campaign that captures the attention of the target audience across all platforms.

Behind the Scenes

What it takes to make it all happen.

The little details are what make a concept good.

Be creative in an innovative and unconventional way.

Let the good times roll! Cheers Jack O’Neill!

Here comes the bride…team rider Miss Torrey Meister.

All smiles, but let's be serious.

Oh honey! You having a bad day?!

One may take a closer look to appreciate the small details.

It is crucial to find the appropriate props to achieve the desired outcome.

Props were used to help the team riders better portray their roles on camera, revealing their characters.

"Team rider "Torrey Meister" getting his Braid-heart makeover."

View the execution up close.

1961 "Freedom 7" Space Capsule Mini Model

Childhood toys make for good props.

Finding props from the right era helps tell the story.

Positioning prop for photo composition.

Creating the Moodboard.