Surfboard Graphic to Promote CITROËN Europe & Ripcurl's NEW CACTUS C4
Back in March 2016, I had the incredible opportunity to be part of a unique project with Havas Work Club in London. The campaign aimed to launch the new RipCurl edition Citroën C4 Cactus, and they wanted to combine surf culture with automotive style in a way that hadn't been done before. To bring this vision to life, they called on three of the world’s best surf artists—one of which was me, representing Australia.
We were challenged with creating custom surfboard graphics that would not only fit the vibe of Citroën’s rugged yet stylish vehicle but also align with RipCurl's spirit of adventure. To make it even more exciting, we were asked to film the entire process on GoPro cameras to give fans a behind-the-scenes look at how we created the art. The idea was to make the campaign feel as authentic as the boards we were painting.
In March 2016, I had the incredible opportunity to be part of a unique project with Havas Work Club in London. The campaign aimed to launch the new RipCurl edition Citroën C4 Cactus, and they wanted to combine surf culture with automotive style in a way that hadn't been done before. To bring this vision to life, they called on three of the world’s best surf artists—one of which was me, representing Australia.
We were challenged with create custom surfboards that would fit the vibe of Citroën’s rugged yet stylish vehicle and align with RipCurl's spirit of adventure. To make it even more exciting, we were asked to film the entire process on GoPro cameras to give fans a behind-the-scenes look at how we created the art. The idea was to make the campaign feel as authentic as the boards we were painting.
For my part, I hand-painted an artwork that was inspired by the natural textures of surfboards and the energy of the ocean. After completing the piece, I carefully photographed it, digitised the image to meet the agency’s specifications, and sent it off to Havas in London. They printed the artwork onto a mesh inlay, which was then glassed into specially handcrafted surfboards.
The real magic happened when those boards were photographed in their natural element—alongside the Citroën C4 Cactus. The final result was stunning: a fusion of art, sport, and the open road that was showcased in print and online across Europe. The campaign a huge success and the boards were later auctioned off for charity, giving back to The Wave Project; a group based in Cornwall, that help young adults to gain confidence and reduce anxiety through surfing,
The "making of" videos we filmed became a powerful tool in promoting the campaign, giving viewers a glimpse of the creative process and the passion behind each board. It was an amazing experience to be a part of such a global project that brought together the worlds of surfing, automotive design, and art.
Click to read more about the campaign and see the boards in action!
Don't Drink and Drown Campaign
In a creative bid to raise awareness about water safety, a striking custom-painted surfboard became the centerpiece of the "Don't Drink and Drown" campaign, aimed at preventing drownings among 15- to 24-year-olds.
Perth street artist Fieldey was commissioned to design a one-of-a-kind surfboard that would resonate with the campaign’s young audience. The result? A bold, retro-inspired skull submerged in a sea of beer—an eye-catching yet sobering reminder of the dangers of mixing alcohol with water activities.
The visually striking board wasn’t just for display; it was put to action by surfer Moses Le Grice, who rode it at various events throughout 2014. The campaign successfully leveraged surf culture to drive home its serious message in a way that felt fresh, relevant, and engaging for its target demographic
In a creative bid to raise awareness about water safety, I was part of the "Don't Drink and Drown" campaign, which aimed to prevent drownings among 15 to 24-year-olds.
A striking custom-painted surfboard became the campaign's centerpiece. I was commissioned to design a one-of-a-kind surfboard that would resonate with the campaign’s young audience.
My final design was a bold, retro-inspired skull submerged in a sea of beer — an eye-catching yet sobering reminder of the dangers of mixing alcohol with water activities.
The visually striking board was put to action by surfer Moses Le Grice, who rode it at various events throughout 2014. The campaign successfully leveraged surf culture to drive home its serious message in a way that felt fresh, relevant, and engaging for its target demographic.
With its fusion of art, sport, and safety advocacy, the campaign proved that impactful messaging doesn’t have to be boring.