Hurley: Designed for Water
For Hurley's Fall 2017 campaign, we headed to Hawaii with two of the brand's leading athletes, Kai Lenny and John John Florence, for a day of open ocean hydrofoiling— a new cutting edge type of surf. Accompanying shoot days on the streets of Oahu and Maui allowed us to further interrogate the question of what defines a true 'waterman' for the next generation of surfers.
The result was a 16-part social video campaign complete with teasers, cinemagraphs, stacked stories, BTS content, and tutorials—which premiered in a sold out theater at Nitehawk Cinema.
What may look like a nice few days at the beach was actually a massive coordination of a fleet of ships, drones, and jet skis, all working around ever-changing wind and swell conditions to capture this content. With swells reaching up to 20 feet, there wasn't a dry piece of clothing in sight and sea sickness was a factor. While one of the most challenging shoots of my career, it was also one of the most fun—maybe not while holding onto the boat rail for dear life, but definitely after.
Big shout out to our fearless director, Andre Andreev, and the whole gang at Dress Code for not only prepping this shoot in a week and a half but also for helping us out with an amazing last minute cel animation. Editorial and GFX were handled in-house at B-Reel. Music composition and sound design masterminded by You Too Can Woo.
Campaign still photography for social and print was captured both digitally and on film by Maui's own, Bailey Roberts. Photography took place both on the water, with Bailey on a jet ski racing the sailboat herself, and all around Maui in some local spots curated by Bailey's team.