CHALLENGE

These weren't four random surfers going to Bali. They were friends. And if this was a regular girls' trip, they'd film a lot more than just surfing. So that's exactly what we did.

Leverage an existing surf production with four GoPro athletes to tell a deeper story and create marketing assets that will be a part of a major camera launch.

All of this happened before the advertising department was officially on the org chart. Which made it a pleasure to touch so many aspects of the project and lay the foundation for in-house advertising at GoPro.

INSIGHT

EXECUTION

Major credit goes to Jensen Granger who planted the seeds for this secret project, collaborated beautifully through every step, was the lead creative on location, edited the piece, found the music, etc, etc, etc.

This production was also part of a large launch cycle for GoPro. On top of the HERO5 being released, the Karma drone/stabilizer system made its debut.

While the 'Minds Travel' film and :30 cutdown delivered a brand message, we were also tasked with creating a slew of mid-funnel assets for both HERO5 and Karma. Luckily, Jensen and Anthony Walsh (who's as good a creative as he is a surfer) came back from Bali with a treasure trove of photo and video content for us to use.

From Facebook Collection ads, to print, to preroll, we filled a good chunk of a global media plan with this incredible imagery.

:30 AD

Huge props to Bianca, who on top of being an incredible surfer, is the voice you hear in the video. She stepped into a recording studio for the first time in her life (patched in from a studio in Hawaii) and did an incredible job reading the script and following direction like a pro.

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