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BAÍA DOS TIGRES
Client
Mystic
Project Type
Editorial, Magazine Feature, Storytelling
Year
2024
Going the Extra Mile
As Luke Sullivan says: make the idea bigger, not the logo. Branded storytelling isn’t just about selling—it’s about engaging, inspiring, and making the brand feel like part of a movement. Instead of pushing a message, great storytelling pulls people in, creating an emotional connection that makes the brand more memorable, more credible, and ultimately, more influential.
I interviewed those involved in the trip to uncover the overarching story and personal anecdotes that brought the journey to life. The goal was to go beyond the visuals—capturing the challenges, highlights, and emotions that made this trip extraordinary. Storytelling provides a deeper, more organic connection with your audience; beyond showcasing products, it builds credibility, humanizes the brand, and positions us as leaders shaping the sport’s culture and identity—not just selling gear.
I also tied the narrative back to the brand’s ethos—pushing the boundaries of watersports as industry pioneers—while subtly reinforcing the durability and reliability of our gear in one of the world’s most rugged, uncharted locations. The article and video worked together, creating a multi-dimensional story that highlighted not just the adventure but also the brand’s commitment to redefining what’s possible in kitesurfing.
Link
The story of a once-in-a-lifetime trip to Baía dos Tigres, Angola—the first kitesurf trip ever undertaken to this remote location. While a video had already been created, IKSurf (the leading kitesurf magazine) provided an opportunity to delve deeper with an editorial piece, recounting the trip in a way only words can justify.
