It's Not A Hobby,
It's a Hunt
ADVERTISING / OOH, ART DIRECTION, ADBR 252
A bold OOH campaign capturing the raw, primal essence of spearfishing.
The Project
This campaign for Blue Tuna Spearfishing CO. captures the raw, primal essence of spearfishing as more than a recreational activity, it's a hunt. Founded in 2008 in Ventura, California, Blue Tuna empowers spearfishing and freediving enthusiasts with high-quality gear and a deep respect for the ocean.
The Challenge
Blue Tuna serves a niche, self-reliant audience of spearfishers and freedivers. The campaign needed to feel authentic to that subculture while still landing with the broader human desire for challenge and adventure, all in an outdoor format that has to read in a single glance.
The Insight
Spearfishing isn't a pastime to its community, it's a hunt. Leaning into that primal positioning let the work tap into something universal: the pull of challenge, self-reliance, and the wild.
The Direction
Where the visual language was set, mood, tone, and the creative territory the campaign would live in.
The Groundwork
Research, references, and early exploration that shaped the strategic thinking before any design began.
Research Assets & Moodboards
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The Process
Sketches, iterations, and the working decisions that moved the idea forward.
Sketches & Process Work
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The Build
Refining concepts into polished, production-ready directions.
Development Assets
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The Work
The finished campaign across every touchpoint.
The Full Deck
The complete project presentation, start to finish.