Surf content usually picks a side. Make it for the core and the audience stays small. Make it for everyone and the core writes it off on sight. The task was a series that would not alienate surfers while still creating intrigue and delight for people who had never watched a surf film.
Down Days followed Vans pro surfers Dane, Tanner and Patrick Gudauskas through eight countries including Morocco, Iceland, Japan and Spain, built as travel and culture rather than surf footage: food, people, places, waves. Sixteen full episodes plus a multi-format ecosystem around them, athlete-led and spontaneous on screen, tightly held behind it. We also brokered a first-ever partnership between Vans and Red Bull TV, which put the series on Red Bull TV, YouTube and social rather than only on channels Vans owned.
A series with core credibility reached an audience far larger than the category usually allows, and the distribution came with a partner rather than a media buy.
SCS was the agency of record. As a founder and its Chief Creative Officer, I led the creative across every touchpoint.
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