Surf and lifestyle brand O’Neill linked up with agency/production house C41 for a film and outdoor campaign called ‘In Between The Lines’ inspired by board sport lifestyles and championing ‘a way of living that brings the community together’.
The campaign is built around a trio of different spots inspired by a different board sport – snowboarding, kitesurfing and surfing – and following different young thrill-seekers with a deep devotion to their passion. The footage follows their lives in-between seasons, weather conditions and travelling to events and adventures.
Plus, a directors’ cut film mashes the three stories together.
The project started with the brand, creative and production teams seeking out three talents and asking them ‘What’s in between?’
It then visually explores their responses: what they do, think and feel while they are waiting for the swell to come, the snow to fall, and the wind to rise. Structured as three chapters shot in different locations and featuring different lifestyles – surf and camp, kite and travel, peak and street – focus on waiting as lifestyle.
‘In Between Lines’ which was created by C41 through the eyes and vision of Director LEONE and Photographers Carlo Banfi and Simona Gentile.
Other members of the team working on the project included Head Of Creative Ricardo Rodrigues, Studio Manager Anouk Larry-Bleis, Art Director Claudia Dader, Director Of Photography Andrea Dutto, Executive Producer Leone Balduzzi, Producer Irene Rei, Creative Director Leone Balduzzi, Creative Inga Lavarini, Creative Sofia Michaud, Casting Kevin Ferretti, Stylist Yaya Zeng, plus a team of talent which included Will Ocean Odiete, Francisco Costa, Sofia Gaggero, Airton Cozzolino, Miguel Kilford, Violeta Sanchez, Marta Segura and Yannek.
Productions service were handled by The Playground, music and sound was by Smider with Designers Giudo Smider and Tommaso Simonetta.
Comment
This film certainly feels like a fairly fresh and engaging form of storytelling from an active/outdoorwear brand.
O’Neill itself was founded by Jack O’Neill in 1952 when he started designing and producing the world’s first neoprene wetsuits out of the world’s first surf shop – a humble garage off the Great Highway, San Francisco. Since that time, O’Neill claims to have ‘stayed true to its mission of pushing the technical boundaries of sports clothing as a way to explore and enjoy the natural world for longer’.
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