After the success of the Fall/Winter 19 campaign, O’Neill needed a consistent campaign for the Spring/Summer 2020 season that could tie the entire brand image and communication strategy together.close
Things started with the development of a seasonal styleguide that would give the brand the graphical assets and tools needed to create the full scope of communication materials across online, retail and print.
Then of course came production time for the main event. For the campaign we took O’Neill back to their roots in sunny California. Our insight came from the idea that Summer is a race for memorable moments, but also the knowledge that those amazing moments don’t happen by chance. The truth is we need to chase each ray of sun and go further to get the most out of the fugitive summer glow.
By following the story of a group of people – strangers at first who become friends – friends who become lovers - across several videos for O’Neill, we managed to capture the forever moments we all dream of.
Shooting over several locations with vintage anamorphic lenses to capture the nostalgia of happy days spent road tripping with friends – the treatment for the film and photography was dreamy but fast paced which translated into several social videos and cuts with their own sound.
In addition, we worked extremely closely with the client on their retail calendar and communication materials. From shooting a video and lookbook to promote their new collection for their global sell-in event, as well as several printed magazines and brochures – it is by working collaboratively with the brand’s internal team that we were able to create such consistency for the Spring/Summer 20 season.
One of the big results from this campaign period in particular was the global alignment between O’Neill Europe and the various divisions that sit internationally. Our social video was posted to the Company’s global Vimeo account, a platform typically reserved for ‘core’ company communication.
The concept for the season started with the creation of visual content for O’Neill’s sell-in period. Created with the Californian spirit in our minds and hearts, it was an exciting preview for the brand and their retail partners of what was to come in the next six months.