PROJECT:

Rusty: Summer Campaign

CLIENT:

Rusty

ABOUT

Rusty's Spring/Summer campaign, covering the men's and women's ranges, shot over three days across the South West of WA with team riders Letty Mortensen and Kevin Schulz. The brief lived in two worlds at once: real surfing, with the boys towed into waves behind a jetski, and fashion, with the range shot on land between sessions. The campaign moves between the two the way the brand does.

PHOTOGRAPHY

Man in a Rusty printed shirt in the back of a van, South West WA.

Two people with a surfboard beside a van on the coast, South West WA.

Person leaping from a coastal rock into the ocean, South West WA.

Two men in Rusty printed shirts from the Spring Summer range.

Two people carrying surfboards across coastal rocks, South West WA.

Two women in Rusty swimwear at the beach.

Woman in a Rusty tee in the back of a van.

Woman in Rusty womenswear seated against a painted wall.

Rusty team rider surfing a wave in the South West of WA.

APPROACH

Surf campaigns are hostage to the ocean, so the three days ran on a swell forecast instead of a schedule, chasing conditions up and down the coast and folding the fashion coverage into the gaps the ocean left us. Tow-in work needs its own machinery, a ski, a driver who reads waves, and a camera position that keeps up, and the fashion frames needed the opposite: stillness, styling and light. The same small crew delivered both, often in the same afternoon.

IMPACT

Rusty got a season campaign with real surfing at its core, shot with its own team riders on waves that mean something, and lookbook coverage for both ranges out of the same three days. For us it's the page where action sport meets fashion, and the proof is in the pairing: a crew that can hang a camera off a jetski at speed can also compose a lookbook frame, and it takes both to sell a surf brand.

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