Originally planned as a photo campaign for the Australian and Asia Pacific release of the Tropical Smoothie colourway. We shot video alongside the stills, which evolved into three paddle specific hype edits and a mash up hero piece featuring the full range.

Each paddle was built around its own fruit theme, giving every edit a distinct feel while keeping the overall launch cohesive.

What started as a photo brief became a full regional rollout.

Shot, directed and edited by Ben Callaghan.