Golden Hour Crew

SS25 for Rusty Uruguay. Creative direction, design and production for a campaign built on vintage surf culture: a road trip to the beach where every stop turns into a memory worth keeping.

We shot it on analogue photo and video, so the grain, the light leaks and the warmth do the nostalgia rather than a filter laid on afterwards. Over that sits a variable graphic system, drawn by hand for each member of the crew, which gives every character their own mark and makes the campaign easy to stretch across formats and surfaces.

Creative direction, design and production with Malena Conde at our studio, Xunta. Thanks to Ignacio Seijo and the Rusty Uruguay team for the trust, as always.