White Claw–Home Town Hype

UI/UX/Digital Design Direction, Event Promotion & Swag

The voice of surf/surf culture, The Inertia partnered with White Claw on Hometown Hype—showcasing America’s Greatest Surf Towns from the perspective of those who know them best; the locals.

Year one of Hometown Hype focused on four east coast classic surf towns. Creatives, surfers, and residents from Montauk, Point Pleasant, Outer Banks and St. Petersburg were treated to an event celebrating the unique character of their beach town. Each event included live music, food trucks, beverages from White Claw and featured a film premiere by hand-selected crews of local filmmakers.

CLIENT

The Inertia
All Gear Digital

Deliverables

Campaign Lockup
Digital Design Direction
UX/UI
Social
Posters
Apparel

Campaign lockup + Typography

Based off the typeface Baste B, from Life Tuype, the Home Town Hype campaign lockup was the jumping off point for the campaign's brutalist, surf/skate meets nautical vibe.

Campaign Artwork

Used as a background/attention grabber for the web sites voting component, the campaign name was morphed into a pattern for specific areas of impact.

Four iconic surf towns. Four world premieres. One title.

Surf fans, local communities and viewers voted for their favorite short film in a bracket-style style tournament to crown The Inertia's inaugural Hometwon Hype National Champion.

Event Promotion and Swag

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