The value of this photo series, which is entirely real and free of AI, lies in its departure from typical surf images, inviting us into the private world of an uncommon surfer type. A former world champion over 50, with a lifetime of experience in his element. Individually, each photograph transports us to different moments of the ritual our protagonist performs in solitude, revealing that surfing is about much more than just riding a wave on a board. Collectively, the series uncovers a beauty that is almost poetic and seldom seen in the photographic history of this sport.

Bestinver is a company which is focused on managing savings and investments. In the brief, they asked for a print campaign that would deviate from the traditional codes of the sector, yet still retain the elegance and premium quality that their target audience seeks and values. In order to achieve this, we decided to use the metaphor of an experienced surfer, an unusual protagonist for this type of campaign, but one that perfectly symbolizes all aspects Bestinver considers when managing their clients' investments: The search for opportunity and the ideal conditions. The waiting and patience required to know when to seize the perfect moment. The ability to look ahead and listen to your instinct on whether to catch or let go the right wave. And the invaluable experience gained from doing something your entire life.

• Situation

Bestinver is a company which is focused on managing savings and investments.

In a context with an increasing number of competitors, they needed to create a campaign that strengthened their values and allowed them to stand out.

• Brief

Bestinver wanted to run a campaign to gain customers and generate brand awareness.

In the brief, they asked for a print campaign that would deviate from the traditional codes of the sector, yet still retain the elegance and premium quality that their target audience seeks and values

• Objectives

To ensure that Bestinver was perceived as a premium brand within the investment sector and to move away from the codes of its competitors

These photos show a side of surfing rarely seen. Instead of portraying the typical moment when the surfer rides the wave, they show us the whole liturgy that is established around that moment. For this it was necessary for the photographer to accompany our protagonist (World Big Wave Champ) in different days to capture the perfect moments. In this way, we achieved a series of powerful and unique images that contributed decisively to the brand being considered premium by its target.