The WSL Championship Tour (CT) is the elite level of professional surfing, where the top 54 surfers compete in a series of events across the globe to win the World Title. This is the apex of competitive surfing, featuring the world's best surfers battling it out at iconic surfing venues. The season culminates with the WSL Finals—a one day event where the top 5 men and 5 women compete for the Title.

Before the 2024 season, an audit to critically review all creative marketing assets for the CT—the general sentiment was that it lacked the dynamic energy of surfing, the grittiness of competition, and the excitement of surprise. With just 6 weeks, a core team was assembled to concept, write, design, and produce a new creative direction for the Championship Tour. Our goal was to win with fans and athletes.

We began by asking “what does the creative need to do” so that we’re successful? Make bold statements. Speak like a fan. Deliver the message with expressive design.