the work

IWC Shaffhausen


Team crybaby work on land and in water. And happily so.

We’ve had the creative privilege of working with Hayden Cox, genius multi-disciplinary designer and founder of Haydenshapes Surfboards, on crybaby campaigns for Herringbone, Aquabumps, and Audi. A true innovator for his work in sustainable design, we were beyond buzzed to be Hayden’s choice as creative and production lead for a campaign that heroed his partnership with luxury watch brand IWC Shaffhausen.

We reimagined Hayden’s workshop in a floating tiny house at Pittwater to capture the detail of his design process and passion for sustainability, something the two brands share. And then we all hit the water to capture Hayden surf-testing his latest sustainable board design. The result: rich stills and long-form video content for YouTube, Instagram, and IWC’s website. Until next shoot, Hayden.

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