Surfer DNA Gotham

Surfer DNA Refinery29





Surfer DNA Surfer

Surfer DNA Foam

Surfer DNA The Inertia

Surfer DNA Well+Good

Surfer DNA

Surfer DNA Hamptons35

Surfer DNA Refinery29

Surfer DNA Flavorpill

Surfer DNA Guest of a Guest

Surfer DNA


The Task

Extend Brooklyn-based, Italian commercial photographer Alberto Guglielmi’s European success to the US by raising awareness of his work among domestic creative decision makers.

What We Did

Created an outreach program intended to attract art directors and influencers. Inspired by Alberto’s love of surfing, worked with him to conceive the SurferDNA image series. Assembled a mix of actors, designers, photographers, filmmakers and chefs – Anna Sophia Robb, Cynthia Rowley, Sam Talbott, and others – successful in their chosen vocations but surfers by avocation, who shared their likeness in support of those affected by Hurricane Sandy. Blending prop styling with technology, Alberto’s images depict each subject’s tie to the ocean via surfboard fins emerging from the body.

Planned and executed three gallery-style openings in key markets: New York, Los Angeles and Montauk, with sponsors VitaCoco, Tito’s Vodka, Brooklyn Brewery and Barefoot Wines. Sale of images and an online auction via Charity Buzz raised funds for Waves for Water. Garnered pre- and post-event press in Refinery 29, Hamptons, Gotham, Foam, Flavorpill, Surfline, The Inertia, and more. The program also forged valuable relationships for Alberto resulting in a mix of editorial and commercial assignments.

Additionally, conceived of and executed print and digital mailer campaigns, created a national mailing list of photo buyers, art directors and other decision makers at ad agencies and in-house at top brands. Helped drive high-quality traffic to Alberto’s website and increase awareness of his work.