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 innovations into compelling visual narratives.

Directed in-house photography and production using practical effects, including suspended water droplets, submerged product photography, controlled water movement, and backlit materials to reinforce the campaign’s message and product performance.

Produced integrated creative spanning print, retail, web, and digital channels, communicating warmth, flexibility, buoyancy, durability, and sun protection through a unified campaign system.

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