Pack Less Do More
HERO VIDEO, FALL-WINTER 2025
O’Neill Europe - Fall- Winter 2025 Campaign
ROLE: CREATIVE DIRECTION, CAMPAIGN CONCEPT DEVELOPMENT, VISUAL IDENTITY, PRODUCTION, POST-PRODUCTION, CAMPAIGN ROLLOUT AND ASSET CREATION.
CREDITS: PHOTOGRAPHERS - NUNO ALVES AND KEVIN DESCHAMPS
VIDEOGRAPHER - JAMES HANCOCK
Combining innovation with versatility, the campaign’s main aim is to introduce garments designed to perform across changing environments while encouraging a lighter way of travelling. This campaign needed to resonate with both Snow and Surf cultures while showcasing durable, pieces you can rely on in any condition, without overpacking.
From pre-production through launch, I led the campaign's creative direction and visual development across every stage of the process. The creative system combines product storytelling with lifestyle imagery, motion, typography and digital experiences.
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.
THE CAMPAIGN IMAGERY HIGHLIGHTS THE VERSATILITY OF THE FLEECES SERIES, FROM THE OCEAN TO THE MOUNTAINS, THROUGH MULTIPLE DIFFERENT ACTIVITIES
Built from a fusion of advanced technologies througout seasons, Polygiene® treatment keeps garments fresh without frequent washing, while Polartec® offers lightweight warmth.
MAKING TECHNICAL FEATURES FEEL ACCESSIBLE BY BREAKING DOWN THE PRODUCT INNOVATION AND EXPRESSING VERSATILITY
Pack Less, Do More was the first campaign I fully directed, taking ownership across photography, creative direction, visual development and graphic design.
I needed to connect fun with function while communicating the versatility and technicality of the product.
I brought the Pack Less / Do More lockup to life by giving “Do More” the leading role: bold and energetic, while “Pack Less” and the supporting technology messaging used a lighter, handwritten typography to keep the system playful and approachable.
The visual framework became the foundation for the following seasons, evolving further in 2026 while retaining its core idea.
OFFICIAL LOCKUPS OF THE CAMPAIGN
BUILDING A VISUAL LANGUAGE AROUND THE PACK LESS / DO MORE IDEA, BALANCING BOLD MESSAGING AND PLAYFUL, APPROACHABLE TONE.