Case Study – O’Neill.

Text in large font reads 'FIRST NAME IN THE WATER'.

O’Neill’s story begins with Jack O’Neill, the pioneer who quite literally changed the course of surf history. “First Name in the Water” honors that legacy — reconnecting the brand’s roots in cold-water innovation and fearless exploration with a modern surf audience. The campaign brought heritage forward through design, photography, and storytelling that celebrated the past while inspiring a new generation to live boldly in and around the water.

A black and white photo of Mount Rushmore with a lighthouse in the background.

Projections Campaign

The Projections campaign launched ‘First Name In The Water’ and reintroduced Jack’s story in a bold, visual way. Archival images of Jack and early O’Neill moments were projected across Santa Cruz landmarks — blending the past and present through light, texture, and movement. It turned nostalgia into something modern, reminding audiences that O’Neill isn’t just part of surf history — it’s the brand that defined it.

A collaboration with filmmaker Riley Blakeway.

Hyperfreak Boardshort Campaign

Hyperfreak carried that spirit into performance. A series of short films spotlighted O’Neill athletes and the innovation behind the boardshort line. One highlight was the “non-tech, tech” approach — using collage, stop animation, and mixed media to showcase the features and benefits in a fun, unexpected way. Each story mixed surf action with design details, capturing the balance between heritage and progression that keeps O’Neill ahead in and out of the water.

A collaboration with artist Leon Washere.

Strike Missions

Strike Missions captured the heart of surf travel — spontaneous trips built around swell, adventure, and the camaraderie that comes with chasing waves. Each film mixed high-energy surf action with authentic, behind-the-scenes moments, immersing viewers in the journey. The stories were told through the surfers’ own voices, adding an honest, first-hand perspective that made every destination feel lived in. The result was more than a campaign — it was an invitation to experience the O’Neill lifestyle from the inside out.

A collaboration with filmmaker Jacob Vanderwork.

Video Advertisements

To maximize reach, the Hyperfreak campaign was built for every channel, from broadcast and digital to paid social and retail. Long-form films were cut down into dynamic short edits tailored for Instagram, YouTube, and eCommerce. Each piece carried the same visual energy and storytelling tone, ensuring a cohesive brand experience no matter where it appeared. The result was a campaign that didn’t just launch a product — it moved seamlessly through every touchpoint, meeting the audience wherever they were.

Tested & Approved

Tested & Approved put O’Neill’s products through real-world trials with the athletes who depend on them most. Each episode focused on a key piece of gear, from wetsuits and boardshorts to outerwear, and proved its performance in the harshest conditions. The series highlighted innovation, durability, and comfort, showing how every product upholds Jack O’Neill’s original spirit of invention. Authentic and athlete-driven, it reinforced that O’Neill gear isn’t just designed in a lab — it’s tested and approved in the water.

A collaboration with filmmaker Jacob Vanderwork.

Seasonal Photography

Photography has always been the backbone of O’Neill’s storytelling. Each season’s imagery serves as the foundation for every channel — from digital and social to catalog and retail. More than product shots, these photos capture the feeling of the collection: the light, texture, and emotion that define each story. The result is a cohesive visual language that connects product and lifestyle, bringing O’Neill’s seasonal narrative to life across every touchpoint.

Photography by Grant Ellis

A man surfing on a large ocean wave.
Two men with surfboards walking towards the ocean on a grassy beach, surrounded by palm trees.
A man barefoot, wearing a blue long-sleeve rash guard and turquoise shorts, holding a white surfboard with Red Bull logo, walking out of a house.
A person surfing on a large wave in the ocean under a cloudy sky.
A young man with blond hair, wearing a beige hoodie, sitting indoors and holding a yellow surfboard.
Two men carrying surfboards walk along the beach at sunset, with the ocean waves in the background.
Six surfers standing in shallow ocean water holding surfboards, with cloudy sky overhead.
Black and white photo of a man with blonde hair and a beard, wearing a t-shirt, standing outdoors with trees and cars in the background.
People enjoying outdoor water activity, some shirtless, smiling, with water in background, casual summer attire.
A person surfing on a wave in the ocean with a forested hillside and communication towers in the background.
Three shirtless men in blue swim shorts carrying black inner tubes while standing in a river surrounded by trees.
A man surfing inside a large ocean wave with clear blue water and a partly cloudy sky.
A man walking along a sandy path carrying a surfboard under his arm, dressed in a long-sleeve rash guard and patterned board shorts.
A woman smiling while holding a surfboard on a beach.
A woman in a wetsuit sitting on a surfboard in the water, with rain falling and a background of trees.
A person surfing on a green surfboard, performing an aerial trick above a wave in the ocean with a distant shoreline in the background.
A male surfer riding inside a large blue ocean wave.
A person surfing on a wave seen through trees and with a person watching from the shore.
A young man smiling while shopping at a small local convenience store. An elderly woman in a wheelchair looks on from outside the store.
Person swimming in open water during cloudy weather.
Surfer riding a large blue wave while a boat with people and a flag are visible in the foreground.

Email Marketing

Targeted campaign emails brought the story directly to the customer, blending product education with lifestyle imagery to drive engagement and conversion.

Travel advertisement featuring surfing shorts, surfing images, and a man walking with a surfboard, promoting travel and beachwear.

Social Advertisements

Dynamic carousel ads showcased multiple styles and key features in motion — optimized for performance while keeping the storytelling authentic and visually consistent.

Four advertisements for O'Neill sportswear and equipment, featuring surfers and surfers on the water, and a man carrying a surfboard to a beach.

Animated .gifs

Short, looping animations became a key tool for social storytelling — lightweight, eye-catching, and built for speed. Animated GIFs distilled key product moments into motion, grabbing attention in fast-scroll environments while reinforcing campaign consistency.

Website Homepage

The homepage marquee served as the digital launchpad, delivering bold visuals, campaign film integration, and a clear path from inspiration to product discovery.

Webpage for O'Neill featuring a large image of a person surfing on a wave, with smaller images on the right showing a man carrying a surfboard and a packed, foldable towel.

Retail Window

At retail, the campaign came to life through large-scale imagery and storytelling moments that stopped traffic — translating the energy of the water into a physical brand experience.

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