Art Direction

We hit the water with Malia Manuel, professional surfer to launch her new swimwear line for Summer 2018.

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The Story
In partnership with Lululemon, professional surfer Malia Manuel assisted the brand in creating a new line of surf and swimwear. As part of the launch, the crew and I joined Malia on her home island in Kauai, Hawaii to document her riding her favourite waves and to find out how yoga and meditation helps her deal with the unexpected and be a champion in her sport. Personal life goal. Tick.

Responsible for the overarching creative direction, I led the team to execute this product story, but also the human story of pushing past challenges. This was seen in-store and on digital channels.

A serene colour palette of blues complimented by the oceans of Hawaii. The ocean inspired prints, enhanced by the textures of the surf.

Art Direction
I wanted to stay away from the classic HDR style surf photography but still capture in an authentic light to the sport. Direction to the team was to capture doco-style, but keep an eye on minimal backgrounds. Paired with shallow depth of field and desaturating colours the overall outcome was a beautiful set of stills and film to use in the launch campaign.