For Hurley's Fall 2017 campaign, we headed to Hawaii with two of surfing’s leading athletes, Kai Lenny and John John Florence, for a day of open ocean hydrofoiling— a new cutting edge type of surf. Accompanying shoot days on the streets of Oahu and Maui allowed us to further interrogate the question of what defines a true 'waterman' for the next generation of surfers.

What may look like a nice few days at the beach was actually a massive coordination of a fleet of ships, drones, and jet skis, all working around ever-changing wind and swell conditions to capture this content. With swells reaching up to 20 feet, there wasn't a dry piece of clothing in sight and sea sickness was a factor.  

The result was a 16-part social video campaign complete with teasers, cinemagraphs, stacked stories, BTS content, and tutorials—which premiered in a sold out theater at Nitehawk Cinema.

Campaign still photography for social and print was captured both digitally and on film by Maui's own, Bailey Roberts. Photography took place both on the water, with Bailey on a jet ski racing the sailboat herself, and all around Maui in some local spots curated by Bailey's team