The Challenge
For O’Neill’s SS25 collection, we touched down in Ericeira, Portugal’s sun-bleached surf capital and a mecca for wave chasers, skaters and street style purists. The mission was to fuse O’Neill’s iconic surf heritage with a sharper, street-ready edge, creating a campaign that feels as relevant on TikTok as it does in a flagship store window.Our focus was energy; about tapping into the rhythm of the streets, the smell of salt in the air, the soundtrack of trucks on tarmac and waves crashing just metres away. We built a visual story that felt lived-in, not manufactured. The kind of content that’s double tapped because it feels like you were there.
The Creative Approach
We shot on both film and digital, mixing textures and formats for maximum visual depth and feed appeal. Dreamy light leaks, sun-flared moments, and skate scuffs made the images feel tactile and transportive. Street to shore styling brought the product to life, grounding O’Neill’s surf DNA in a modern, everyday context.Motion assets captured the in between moments, boards tucked under arms, sneakers kicking through sand, skate wheels rattling over cobbles, giving the audience a sensory hit that could live natively across TikTok, Reels and YouTube.
The Rollout
From styling and casting through to storyboarding, location scouting, shooting and post, OOB owned the entire creative process in partnership with Inspecs and O’Neill. The result was a chilled yet impactful campaign designed to work across global retail and social.Every asset was optimised for platform: snappy vertical edits for Reels and TikTok, loopable motion clips for stories and widescreen hero shots for campaign landing pages.
The Vibe
This campaign was about selling the feeling: the sticky warmth of golden hour, the grit of salt on your skin, the freedom of a skate run to the shore. A slice of summer that travels through the lens, onto the feed, and into the hands of the next generation of O’Neill wearers.
