Behind-The-Scenes: The Making of the Great White Twin Campaign

Two months ago, we unveiled Kelly Slater's newest performance twin model, the Great White Twin - a board inspired by the ocean's apex predator. But how does a brand honor such a powerful creature without creating a Jaws 2.0 horror film?

A NOD TO THE OCEAN

Ocean Ramsey and others have dedicated their lives to show us the critical role the Great White Shark plays in our oceans. But let's face it, a head-on view will send shivers down any surfer's spine. That's why we focused on the shark's "powertrain" - its mesmerizing and functional tail.

BRING THE EXPERIENCE UNDERWATER

Snorkeling beneath the surface reveals a world of hypnotizing light refractions and warped lines, which would be your everyday view if you were a Great White Shark. We challenged ourselves to recreate this underwater realm for Kelly, right in the studio.

THE SECRET INGREDIENT

Enter Timmy Reyes, a Firewire team rider of 15 years, and Kelly's longtime friend. We met Timmy for a surf at the Scripps Pier in La Jolla on a seemingly insignificant day, to capture his waves from underwater in waves barely reaching knee high. Cinematographer and editor, Aaron Lieber, described this as a "surreal" experience, laying on the sand bottom, gazing up at Timmy's Twin + 2 fins just inches from his lens.

FROM BREAKFAST TO STUDIO

Just days after his hip surgery, we met Kelly at his San Clemente home for a pre-shoot breakfast, then headed to the studio just up the road. We shot film, threw shakas, and said goodbye to Kelly as he left for a physical therapy appointment.

THE RESULT

Precision. Strength. Power. The tail of our Great White Twin shape is an engine for tight angles, just like the tail of a Great White Shark.