John John Florence didn’t want to be part of a traditional “campaign” so his team created a physical book, "A Field Guide To Waterman Things", that would be an invitation for fans everywhere to join JJF in the pursuit of becoming a fan. Made of waterproof paper and chalked-full of insightful and practical lessons, a guide that can be kept on your boat, in your surf bag, and referenced time and again. I combined elements from the book with surfing tour footage and contributed to a campaign that would reach across social, digital, and retail - with content to unpack the how-to of each lesson. The content was filmed in the greatest surf spots in the world - South Africa, Fiji, and Hawaii by John John and his crew.