my own waves

The “waves” brand campaign featured a story about two high school football teams that unite in the spirit of creativity and camaraderie, and in defiance of negativity from “the haters.”
Kid Cudi’s ‘Surfin’ was used to emphasize the choice to create your own path rather than listen to the static:

I ain't ridin' no waves
Too busy makin' my own waves, baby Surfin' on my own wave, baby

AD: Adam Tuck  /  Agency: 72andSunny  /  Styling: Shadi Khastedai  /  HMU: Jenni Clark  /  Sport Choreographer: Dustin Dennard  /  Production: Imperial Woodpecker