Create Your First Project
Start adding your projects to your portfolio. Click on "Manage Projects" to get started
BOUNDLESS WATERS
Client
Mystic
Project Type
Video, Brand Activation, Storytelling
Year
2023
Not Just A Sport
To reflect Mystic’s shift from edgy and boundary-breaking to authentic and mature, we positioned Boundless Waters as a unifying idea—connecting all watersports through water’s limitless and ever-changing nature. The narrative emphasized watersports as a way of life, marked by dedication, creativity, and flow.
For the video script, I structured the story into three acts:
1. Philosophy: Exploring our instinctual connection to water and its boundlessness.
2. Separation: Highlighting the hunger, persistence, and pain that define true waterpeople.
3. The Moment: Celebrating the unique experience of every session, culminating in that one perfect moment—whether it’s riding a wave or finding rare stillness.
The Boundless Waters launch marked a new direction for Mystic, redefining its identity to connect with a broader watersports audience. By tying the tagline to shared experiences across disciplines, the campaign reinforced Mystic’s position as a brand rooted in the connection between people and water.
“It runs through us all.”
Mystic’s new tagline, Boundless Waters, was an opportunity to evolve the brand––but what does it actually mean? My role was to craft a story and campaign that gave depth to this concept, creating a narrative that resonates with anyone who shares a love for watersports.
