Told in reverse, the spots trace magical moments—karaoke, secret beaches, meeting the ohana—back to their true source: Kona Big Wave and straight-up aloha.

In OOH and digital, photographer R.J. Shaughnessy brought his signature style to the spirit of aloha with a photo shoot featuring local talent and locations across the island—with Kona Big Wave along for the ride.

Associate creative director, art director: Me
CD/copywriting: Jessea Hankins
CCO, designer: Michael Lemme
ECD, writer: Parker Channon
Design director: Shannon Burns
Broadcast producer: Keenan Hemje
Photography producers: Shaz Kuerschner, Jess Shay
Production company: Biscuit Filmworks
Hawaii service company: Island Film Group
Director: Isaiah Seret
Producer: Jason Baum
DP: Linus Sandgren
Editorial: Amber Saunders, Cabin
Colorist: Daniel de Vue, TRAFIK
Photographer: RJ Shaughnessy
Videographer: Marly Ludwig