CREATIVE DIRECTION : product inspired by Hawai’i
CLIENT : Olukai
MY ROLE : CREATIVE DIRECTOr
Wai Wai : The Value of Hawaiian Water
The concept I pitched was simple, but had deeper implications. Feature the full line of Olukai footwear in the real life stories of Hawaiians who live in different parts of the ahupua'a (cultural watershed system). I did a lot of research and talked story with a lot of Hawaiians for this project to ensure these people’s values were not exploited, but honored. It deepened my love and understanding for these people and their kuleana for their home.
I cast people who spent significant amounts of time in the different parts of the ahupua'a from the cloud-kissed mountain top of Haleakala national park to the near shore reefs around Honolulu and focused on their stories. Each story was an episode of a 6 part series shared on social media. The series was then shared as a print story and a full length film with multiple film release parties in Hawai’i, California, and Oregon.
In addition to the stories Olukai was supplied with a hardy archive of product and lifestyle images to use for all forms of their marketing needs.
All this was accomplished with deep aloha and respect for the people we worked with.
