Pack Less Do More

Designed for movement. 
Built for everywhere.

O'Neill Europe · FW25 Campaign

ROLE: CREATIVE DIRECTION, CAMPAIGN CONCEPT DEVELOPMENT, VISUAL IDENTITY, PRODUCTION, POST-PRODUCTION, CAMPAIGN ROLLOUT AND ASSET CREATION.
CHALLENGE: INTRODUCING A NEW TECHNICAL COLLECTION FOR O’NEILL IN AN ACCESSIBLE AND INSPIRING WAY, WITHOUT LOSING THE EMOTIONAL APPEAL OF TRAVEL AND EXPLORATION AND RESONATING WITH SURF AND SNOW CULTURE. Pack Less, Do More introduces O'Neill's technical collection through the idea that great adventures shouldn't require heavy luggage. 
Combining innovation with versatility, the campaign highlights garments designed to perform across changing environments while encouraging a lighter way of travelling.

The campaign promotes a technical collection, built from a fusion of advanced technologies: Polygiene® treatment keeps garments fresh without frequent washing, while Polartec® offers lightweight warmth. The result? A durable, compact piece you can rely on in any condition, without overpacking. 

From pre-production through launch, I led the campaign's visual development across every stage of the process. The creative system combines product storytelling with lifestyle imagery, motion, typography and digital experiences to communicate versatility across web, CRM, retail and social channels.

The campaign successfully introduced a new technical product range while strengthening the perception of O'Neill as a brand that blends performance with everyday exploration.

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Brand & Graphic Designer
Amsterdam, The Netherlands, Europe