Summer Moments
Client: O’Neill Europe
Brief: Launch the SS25 collection with a sun-soaked campaign for our surfing community.
Role: Senior Art Director — led concept, styling, production, shoot direction, and asset rollout.
Idea: A visual story capturing the carefree spirit of worlwide surf culture.
Impact: Ran EU-wide across retail, digital, and social — driving strong launch engagement.
Concept: One of summer’s greatest joys is re-living unexpected, sun-soaked moments — flipping through fresh film rolls or scrolling your camera to find that joyful, sun-drenched mess that takes you right back. This campaign is an ode to those summer rolls — a postcard from chasing sun and waves around the world, and a reminder to share them with friends long after the moment’s passed.
CREDITS
Videographer - @ZacKruyer
Photographer - @VerityFitzGerarld
Art Director - @astrid_niari
Marketing Manager - @AnnaLeGunnec
Production agency - @CapetownProduction
Women of the wave
Client: O’Neill Europe
Brief: Launch the Women of the Wave collection to celebrate and empower O’Neill’s women’s surf community.
Role: Senior Art Director — led concept, visual direction, shoot styling, on-location production, and asset rollout.
Impact: Brought the women’s surf community together through events and stories across retail, digital, and social — driving engagement and brand connection to a different level from past years.
Concept: A campaign that follows our Olympic athletes on a road trip — searching for waves, sharing moments, and celebrating the journey together. Women of the Wave was born from a simple but powerful insight: our women’s community needed a space to come together, share stories, and share waves. Centered on events hosted by our athletes, this program builds connection, confidence, and celebrates the joy of surfing side by side.
CREDITS
Videographer - @Feliz Nokte studio
Photographer - @MariePfisterer
Art Director - @astrid_niari
Marketing Manager - @AnnaLeGunnec
Design - @GaiaGraziotto
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Beach Vintage
Client: O’Neill Europe
Brief: Launch the Beach Vintage collection with a campaign that kicks off spring and inspires the season’s first surf road trip.
Role: Senior Art Director — led concept, visual direction, styling, production, shoot execution and overview of campaign roll out.
Idea: A fresh, nostalgic story capturing the freedom and spontaneity of early spring adventures.
Impact: Ran across retail, digital, and social — driving the best seasonal engagement of the year and connecting with the female surfing community.
Concept: The art direction wanted to capture the freedom and spontaneity of those early spring adventures. It’s all about raw, sunlit moments that feel effortless and real—windows fogged from salt spray, sandy toes on the dashboard, and the open road ahead.
CREDITS
Videographer - @ZacKruyer
Photographer - @VerityFitzGerarld
Art Director - @astrid_niari
Marketing Manager - @AnnaLeGunnec
Design - @GaiaGraziotto
Production agency - @CapetownProduction
New Arrivals O’Neill
Client: O’Neill Europe
Brief: Launch the collection designed for the in-between season — the gear you need before summer fully arrives.
Role: Senior Art Director — led concept, styling, overview campaign rollout.
Idea: A visual story capturing effortless, transitional season moments with our athletes.
Impact: Featured across retail, digital, and social — strengthening community connection and driving pre-summer sales.
Concept: This is the collection for the in-between — everything you need before summer kicks in. The art direction focuses on shooting with our athletes to capture those raw, easy moments: the first morning surf, a lazy wave check at golden hour, the calm before peak season starts.
CREDITS
Photographer - @Luke
Art Director - @astrid_niari
Marketing Manager - @AnnaleGuennec
Design - @GaiaGraziotto
Sports Marketing - @Roland & @Gregor
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Kids SS25
Client: O’Neill Europe
Brief: Launch the Spring/Summer ‘25 Kids collection
Role: Senior Art Director — led concept, visual direction,campaign rollout.
Idea: A joyful story capturing kids exploring, playing, and living carefree surf days.
Impact: Ran across retail, digital, and social — boosting family engagement and driving seasonal sales.
Concept: The Spring/Summer ‘25 Kids collection is all about carefree adventures. The art direction focuses on capturing playful, real moments — from sandy toes to salty hair, spontaneous wave jumps and giggles under the sun — celebrating the spirit of little surf explorers.
CREDITS
Photographer - @Sergio Villalba
Art Director - @astrid_niari
Marketing Manager - @AnnaleGuennec