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- Agency: Thinkmodo
- Location: New York
- Client: 20th Century Fox Chasing Mavericks (a surfing movie)
- Name: “Surfing NYC”
- Category: Ambient/viral video
Why I like it: Orange skies at dawn. Quiet stillness all around as two surfers go through their preparation rituals, they gently glide onto their trusted boards and paddle into position as they become one with the undulating…streets of Manhattan(!) What do I like most about this web video? That they really went for it. This is in support of a surfing movie premiering this weekend in the US and it’s an interesting concept. But think how easy it would have been for them to go at it half-way. They could have used skateboards. Or the hills of Central Park, or done something on the East River. Or used many other shortcuts and visual metaphors to sell the same idea. But no, they set out to “surf” the streets of Manhattan and they sure did it, in every way except for the water. Everything about the clip, from the mellow soundtrack to their wetsuits, to their placid movements on the boards said “surfing”…and against the urban backdrop the result was…pretty unique. Surely this is a pretty niche action, and if you don’t already know about the movie they didn’t do a good job of linking it or telling you a little more – so it may not be perfect by any means. But it made me think of surfing, it gave me a nice little moment of urban NYC daydreaming, and it put the movie on my mental map. Mission accomplished!