To launch Gemma Collin's as the new face of Surf, the Creatives at adam&eveddb built a bold, playful campaign that utilised Gemma's unique cocktail of relatability and glamour. Tapping into some of the most iconic faux pas’ from Gemma’s career anchored the scripts within the kind of memeable moments that are the building blocks of social currency.

"For me, it's the juxtaposition of Gemma’s glossy, polished style and her open, honest personality that makes her so well loved, so when thinking about the tone of our films I wanted her to build a cheeky, brassy, bold rapport with the viewer. Working with Art Director, Adam Zoltowski, we set out to build an eccentric approach to our production design with films like 'But I’m A Cheerleader’ (1999) taking centre stage as a great reference for how domestic spaces can be made to feel campy and surreal through the use of extreme colour palettes."

Distributed across multiple channels - both digital and OOH - our campy campaign launched Surf into the TikTok space and beyond, reaching over 13 million views and counting. 

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Credits

Client | Surf - Unilever
Harriet Allen, Nadine Slyper, Sara Lim,
Azzurra Tacente, Ali Kubba, Laura Hewer

Agency | adam&eveDDB
Producer | Olly Ravaux
Creative Director | Rachel Le Feuvre
Creatives | Julia Mathew and Sam Oldman
Account Manager | Sophie Kruger

Director | Emily Freda Sharp
Production Company | Fresh Film
Executive Producer | Lou Mumford
Producer | Simon Petter
Production Manager | Louise Jackson
Runners | Annabel Morriss and James Duddy

DOP | Aman K Sahota
1st AC | Steph Kennedy
Gaffer | Harrison Newman
Video Playback | Alex Bates
DIT | Matt Cole

Art Director | Adam Zoltowski
Art Dept Assistant| Miles Glyn
Wardrobe Stylist | Lydia Kovacs
Sound Recordist | Filipe Pinheiro

Editor | Colin Crockatt
Sound Designer | Oscar Dash
Motion Designer | Isaac Bell

Camera and Lighting Hire | Direct Digital
Studio | Dukes Island Studios