With the release of two new swim shorts within our Q2 offering, we had to get the customer excited. We needed to explain the technology (our underwear as a liner) in a cool, easy to understand way. Movement was the key.

I knew I wanted some underwater shots, and working with Kara Northcut, we devised a plan to find a location with a pool that allowed us to capture everything else on Q2, but also highlight the shorts in action underwater.

I made sure the copy was fun and easy to understand.

Concept/Creative Direction - Will Morley/Kara Northcut

Photography - Matthew Sprout