WALk of champions
The "Walk of Champions" series celebrates the men and women who have defined the sport of surfing over the past five decades.
who produced it?
Creative Director: Jason Penning
Script/Copy: Daniel Willon
Graphic Designer: Kevin Rask
VO: Kaipo Guerrero
Edit/Motion Graphics/Sound/Color: Matthew Hogan
what was the production process?
Creatively, the Creative Director and Graphic Designer came up with an event specific look, including background elements, colors, and end cards that would be used across all content for the event.
After getting started on the usual event specific deliverables, we wanted to add a video element to one of the onsite activations that was being planned. The San Clemente pier was going to be filled with flags, showcases every surfing world champion since the 70s. At the bottom of these flags was a QR code, that linked to the corresponding Walk Of Champions video. For Carissa Moore for example, it would take you to Vol 2. The Game Changers.
Alongside the Creative Director and Copywriter, we put together a storyboard, updating and tweaking with transition ideas, screenshots from video stringouts I put together, and matching visuals to the script.
Storyboarding/Pre-production script
Two of the main challenges for this project were producing the VO (recorded on an iPhone in Hawaii while I was on Zoom producing), and finding usable footage that didn’t need expensive licensing. The budget for licensing was $1000, and we ended up having just enough to buy 7 seconds of footage that was deemed essential for the narrative to make sense.
Outside of digging for footage through 20 years of WSL archives, sourcing music from subscription services, and putting together rough cuts, I was also working on a title sequence that could be used across each video, as well as a look and feel for the animations/transitions.
After being approved by key stakeholders, I created 60 second cutdowns of each version that could be used during the live broadcast commercial breaks, educating fans and giving context to the event they were watching.
Finally, I was able to visit the pier the day before the contest and scan the QR card with my phone, and it worked!
what made the project successful?
The marketing content focused on increasing awareness, as well as highlighting the athletes and what the stakes are, giving fans more reasons to watch.
Creatively and objectively, this project was successful because it served as a longer form storytelling piece within the content marketing campaign, that alongside paid and earned social content, generated 16.7 million video views, an increase of 48% from 2021, reaching more fans pre-event than any other event in WSL history.
Additionally, the title-deciding 2022 Rip Curl WSL Finals surpassed 2021's total livestream video views by 22%, bringing total livestream views to 8.3 million across WSL digital channels and was the most watched day of surfing in WSL history.
This campaign was a huge undertaking for a 4 person team. Not including the Walk Of Champions series, we produced over 20 event promo video assets for social (30, 15, and 06 second in 3 sizes) as well as a website header loop, event specific animated broadcast graphics package, and a merch promo. Even though we only had a small window of time after the previous event, due to the efficiency and collaboration within our team we were able to pull it off.
Chapter 1 focuses on the most singular figure in surfing history. While Kelly Slater's 11 titles may never be beaten and his extended run of success may never be touched, his impact goes far beyond his exploits in the jersey.
Vol 1. The GOAT
Stephanie Gilmore, Layne Beachley, and Lisa Andersen each dominated their respective eras, but their influence on women's surfing both in and out of the water will live on for decades to come.
Vol 2. The game changers
Gabriel Medina's first title for Brazil redefined expectations, realigned the surf world, and unleashed an era of progression that has dominated the sport for the decade since.
Vol 3. The Storm
After four decades, the Rip Curl WSL Finals created a dramatic new format to decide World Champions and forever altered the sport for surfers and fans alike.
Vol 4. The revolution
The "Walk of Champions" series celebrates the men and women who have defined the sport of surfing over the past five decades.