WHO NEEDS A MOUNTAIN
O’Neill asked us to help them re-launch the classic brand and re-connect with younger riders.
We started with a simple truth: since Jack O’Neill invented the first wetsuit, their mission is to make the world ride more, no matter how cold, how far or how crazy it gets.
We launched #ridemore with a new Fall/Winter 2013 campaign featuring Seb Toots, Max Parrot and the O’Neill team, riding the streets of Montreal, inspiring others to ride no matter what.
Budget was tight (we held winches ourselves on the shoot) but the film was selected by Vimeo as the Staff’s Pick and we managed to make editorial pieces in magazines and a custom Tumblr page inviting all to join the longest ride ever.
Agency: 72andSunny Amsterdam
Role: Concept, Senior Writer