Role:

Led Concept

Art Direction

Image Selection

Production Design

Retouching / Post Production

Brand Identity:

- TB2: TechnoButter

- NTF: NytroLite Foam

- DGB: Don’t Get Burned

Direct Correspondence:

VP Marketing

Product Team

Sales Team

Photographers

Professional Athletes

Developed a global marketing campaign for O’Neill built around the “Unreasonable Expectations” platform, celebrating the brand’s legacy of challenging limits through innovation and performance since 1952.

Created campaign creative for TechnoButter 2 wetsuit technology, NytroLite Foam Technology flotation vests, and “Don’t Get Burned” UV Sun Protection apparel, translating technical product features into clear visual stories.

Directed in-house photography and production using practical effects including suspended water droplets, submerged product photography, controlled water movement, and backlit materials to highlight product performance.

Produced product-focused visuals communicating warmth, flexibility, buoyancy, durability, and sun protection while reinforcing O’Neill’s commitment to pushing beyond conventional limits.

Executed across global surf, wakeboarding, and stand-up paddle publications, retail environments, web, and digital advertising.