Campaign SpotlightPress Release

O’Neill and C41 ask young thrill-seekers to define the in-between

CALIFORNIA, USA — Surf brand O’Neill has launched “In Between Lines,” a new outdoor campaign created by creative agency C41, reimagined through the eyes of director LEONE and photographers Carlo Banfi and Simona Gentile. It consists of three different films, which in the directors’ cut come together through a mashup of the three stories, each inspired by a different board sport: snowboarding, kitesurfing, and surfing.

A story created around different young thrill-seekers with a devotion to boardsports, showing their lives in-between seasons, weather conditions, and traveling. O’Neill – In Between Lines represents a way of living that brings the community together.


For this campaign, C41 went in search of three talents and asked them “What’s in between?” This becomes the starting point into their daily lives, waiting for the swell to come, snow to fall, and the wind to rise. O’Neill – In Between Lines is a visualization of their answers, set up as three chapters showing different locations and lifestyles: surf & camp, kite & travel, peak & street. Together we discover a place of waiting that becomes their lifestyle. The result is an insight into the thrilling habits of a community marked by a fresh and engaging form of storytelling.

O’Neill started life in 1952 when founder Jack O’Neill began designing and producing the world’s first neoprene wetsuits out of the world’s first surf shop – a humble garage off the Great Highway, San Francisco. Throughout every step of the O’Neill journey, the brand has stayed true to its mission: pushing the technical boundaries of sports clothing as a way to explore and enjoy the natural world for longer.

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