The Launch Campaign of SOA

Sons of Aloha — Backpack Campaign (Amsterdam & The Hague)

Project Objectives

Develop and execute two distinct commercial campaigns for Sons of Aloha, positioning their new backpack line within urban movement, sport, and lifestyle culture.

The goal was to showcase the product in real environments — not staged — blending city energy, action sports, and coastal lifestyle into authentic, high-impact visuals.

Project Scope

Creative Direction

Lead the full creative direction across two campaigns, each built around a different environment and energy:

• Urban / Action — fast-paced, raw city movement

• Beach / Lifestyle — relaxed, social, and natural

Focus on making the product feel integrated into real moments, not traditional advertising.

Production

Execute both productions in a run-and-gun style, maintaining speed, flexibility, and authenticity.

Role

• Director

• Shooter

• FPV Drone Pilot

Equipment

• Sony FX3

• 24–70mm G Master

• DJI RS2 Pro gimbal

• FPV drone systems

Campaign 1 — Amsterdam (Urban / Action)

Shot across skateparks and urban locations in Amsterdam.

Featuring:

• 1 BMX rider

• 1 skater

Capture:

• high-speed action sequences

• dynamic movement through the city

• close, immersive angles with FPV and handheld work

Focus on energy, movement, and durability in a real street environment.

Campaign 2 — The Hague (Beach / Lifestyle)

Shot along the coast in The Hague.

Featuring:

• 4 models

Capture:

• natural interactions and social moments

• beach lifestyle and movement

• product integration in relaxed, real-life scenarios

Focus on freedom, lifestyle, and versatility of the backpack.

Post-Production

Edit two main commercials with distinct tones:

• high-energy, fast-paced urban edit

• softer, lifestyle-driven beach narrative

Deliver:

• 2 main commercial films

• additional social content

• high-quality photography

Apply cinematic color grading and pacing tailored to each environment while maintaining a consistent brand identity.

Results

The campaign successfully positions the backpacks within two complementary worlds — action-driven urban culture and relaxed coastal lifestyle.

The run-and-gun production style resulted in authentic, highly relatable content, strengthening the brand’s identity and appeal.

The project demonstrates the ability to deliver multi-location commercial campaigns efficiently, combining speed, creativity, and high-end output as a solo operator.