DESIGN DIRECTOR AND ACD FOR APPLE AT TBWA\MAL LOS ANGELES
SURF OVERDOSE WAS THE FIRST APPAREL COLLECTION CREATED FOR SURF JUNKIE CLUB, A COMMUNITY OF SURF LOVERS WHO TREAT THE OCEAN LIKE AN ADDICTION.
A GOOD ONE.
THE GOAL WAS TO DESIGN EXCLUSIVE PIECES THAT VISUALLY EXPRESS THIS FEELING: THE UNCONTROLLABLE URGE TO SURF, TO CHASE WAVES, TO STAY CLOSE TO THE SEA.
THE COLLECTION FEATURED 3,280 LIMITED-EDITION PIECES, ALL PRODUCED ON-DEMAND WITH A FOCUS ON CRAFT AND COMFORT. EACH ITEM — FROM OVERSIZED TEES AND HOODIES TO SHIRTS AND CAPS — WAS DESIGNED TO MATCH THE RELAXED ATTITUDE THAT DEFINES SURF CULTURE.
VISUALLY, THE COLLECTION EMBRACED A BOLD GRAPHIC AND TYPOGRAPHIC LANGUAGE, BRINGING THE CLUB’S RAW, OBSESSIVE ENERGY TO LIFE THROUGH EXPRESSIVE TYPOGRAPHY, CLEAN COMPOSITIONS, AND TACTILE DETAILS.
2023
DESIGNERS: CACÁ BARABÁS, RODRIGO MENDES.
COPYWRITER: CAIO MATTOSO.
3D DESIGNER: FLAVIO CARVALHO
BRAND STRATEGY: MARCELO SERPA, FELIPE BARACCHINI.
PRODUCTION: FELIPE BARACCHINI
TYPEFACE: SÖHNE BREIT BY KLIM TYPE FOUNDRY