Surfboard Graphic to Promote CITROËN Europe & Ripcurl's NEW CACTUS C4

10 Mar

ID: A hand-painted surfboard standing in the sand, sea grass and sky in the background. The board features a blue Citreon 4Wd on sand dunes, with a vintage diver in ocean below, tentacles surrounding them. Overhead a single tentacle dangles a car key

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!