Bringing freestyle back to the slopes.
O'Neill Europe · FW25 Snow Campaign

ROLE: VISUAL DIRECTION, CAMPAIGN CONCEPT DEVELOPMENT, VISUAL IDENTITY, CAMPAIGN ROLLOUT AND ASSET CREATION.
CREDITS: ART DIRECTION – ASTRID NIARI, CLAUDIA DADER 
PHOTOGRAPHER - KEVIN DESCHAMPS
VIDEOGRAPHER - FELIX MISSLIN, FELIX RAFFAELI
Hit Play is a 360° campaign celebrating the free-spirited, rule-breaking attitude of O’Neill and its new snow collection. The main objective was to reconnect O’Neill with a younger generation of snowboarders and skiers and reinforce the brand’s heritage within the snow category.

The campaign captures the energy of athletes who see every mountain as a playground: the world is seen through their eyes launching into adrenaline-fueled moments—capturing the pure thrill, chaos, and joy of riding with no restrictions.
Building on a creative direction inspired by VHS and 90s video culture, my role was to translate the concept into a scalable campaign system spanning digital, retail, CRM and social media: pixel graphics, glitch effects and analogue textures became the visual language, bringing movement and personality.

The campaign helped reinforce O'Neill's playful positioning within the snow market, resonating across social channels and PR publications.
MOTION - MAIN EDIT OF THE CAMPAIGN




CAMPAIGN VISUALS – CAPTURING THE UNPREDICTABLE ENERGY OF FREESTYLE RIDING THROUGH A NOSTALGIC BUT PLAYFUL AND CONTEMPORARY VISUAL SYSTEM.
DIGITAL ROLLOUT - BRINGING THE CAMPAIGN LANGUAGE TO THE O’NEILL E-COMMERCE HOMEPAGE
    PR – DOUBLE PAGE SPREAD FOR SOUL MAGAZINE
CRM – LAUNCH EMAIL BUILDING UP HYPE FOR THE NEW SNOW CAMPAIGN LAUNCH
DIGITAL EXPERIENCE - TRANSLATING THE CAMPAIGN WORLD INTO DIGITAL FORMATS WHILE KEEPING THE PLAYFUL, DISTORTED AESTHETIC CONSISTENT ACROSS TOUCHPOINTS.
ATHLETE STORYTELLING – EXTENDING THE CAMPAIGN THROUGH MOTION AND ATHLETE CONTENT
              
VISUAL LANGUAGE - PIXEL GRAPHICS, GLITCHES, OFFSETS AND CRT GRAPHICS, SOME OF REFERENCES 


The visual system of this campaign is built around the double meaning of PLAY: pressing play on a video and the playful, freestyle attitude of riding in the snow.

Inspired by digital cameras, CRT screens and analogue video, I developed a graphic language combining pixelated typography, glitches, distortions and seasonal blue, magenta and purple tones. Video icons, pixel textures and camera-inspired frames add to the nostalgic feel, while a contemporary approach keeps the aesthetic fresh, not purely nostalgic.


OFFICIAL VIDEO AD PROMOTING THE NEW V-DESIGN TECHNOLOGY IN THE NEW O’NEILL “PLAY” COLLECTION


Alongside the campaign, O’Neill launched V-Design, a body-temperature regulating technology inspired by its wetsuit innovation. 
For the visual language, I evolved the campaign’s pixel aesthetic into a more technical direction, using data-inspired graphics and video mapping to visualise the technology inside the jacket. 
I also worked on the first technical presentation and promotion for the FWC’Fire Snow Jacket featuring the technology. This jacket received an ISPO Award 2024.


VIDEO AD PROMOTING THE FWC’PEAK FIRE JACKET AND ITS PINNACLE TECHNOLOGY








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Brand & Graphic Designer
Amsterdam, The Netherlands, Europe