Hit Play

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

CHALLENGE:  RECONNECT O’NEILL WITH A YOUNGER GENERATION OF SNOWBOARDERS AND SKIERS, REINFORCING THE BRAND’S HERITAGE WITHING THE SNOW CATEGORY.

A 360° campaign celebrating the free-spirited, rule-breaking attitude of O’Neill and its new snow collection. Inspired by VHS culture and 90s snowboarding films, the campaign captures the energy of athletes who see every mountain as a playground. The world is seen through the eyes our athletes launching into wild, adrenaline-fueled moments—capturing the pure thrill, chaos, and joy of riding with no restrictions.

Building on a creative direction inspired by retro video culture, I translated 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 of the campaign, bringing movement and personality across every touchpoint.

The campaign helped reinforce O'Neill's playful positioning within the snow market, resonating across social channels, PR publications and retail environments.

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Brand & Graphic Designer
Amsterdam, The Netherlands, Europe