We Are The Rhoads at the Beach for Sony
The campaign idea came from an Aloha Sunday tradition. "We talked with Kahana [Kalama] and Billy [Wickens from the shop], and they said once a month, they all go to the beach and set up tents, surf, have a bonfire, and hang out," Sarah Rhoads remarked. "We created the story around that – we all hopped in a rented VW bus, Chris and I, too, and documented the adventure. We stopped at strawberry stands and lookout points ... natural places where you would use your camera."
Keeping with custom, the Rhoads used Kahana, Billy, and their friends and employees – dressed in their own, presumably Aloha Sunday garb – instead of models. "Sony really gave us the freedom to art-direct this shoot," Sarah noted. "It's always cool to have that sort of trust and rapport with a client."
Video directed by We Are The Rhoads
Director of photography: Russell Brownley