Billabong Evolution of an Icon Campaign
Billabong needed fresh, inventive ideas built behind their logo redesign to coordinate a global marketing campaign. I set out to break the mold of traditional surf ads with an action shot on an ocean blue wave, while still maintaining Billabong’s love of the iconic: the surfer style, the double-wave logo, the sport itself.
By isolating the surfer, spray, and logo within a black field I could emphasize these iconic elements. Bright, unnatural colors were used for the spray to create a stark contrast from standard surf imagery used in magazines, websites, and retail. The black and white treatment of the athlete brought balance to the highlighted elements: man, nature, and brand.
Nominated for the Men's Marketing Campaign of the Year category at the 2009 SIMA Image Awards.
- Project Roles
- Art Director, Designer
- Adobe Illustrator, Adobe InDesign, Adobe Photoshop, Art Direction
- Project Industries
- Fashion, Lifestyle, Sports