"A man is never lost at sea."
I got to work on a boat account for a few years. Recognizing the opportunity to bring a higher level of sophistication and design to the boat industry, I looked to the likes of Audi and BMW for inspiration. Upgrading the brand voice and look was a tough sell to Seaswirl's old-school boat industry guys, but together we made it happen, and the brand blossomed.
This new brand vibe was realized online, in dealer co-branded advertising, radio, print and trade shows.
The photo shoots out in the ocean, in heavy seas, were the most fun I've had at work while simultaneously thinking I was going to die at any moment. I was the only dork aboard in a life jacket, among much saltier dogs.
Photography: Bob Pearl, Matt Seefeldt (who kicked butt, risking the welfare of gear and health to get the shots)