RVCA just dropped their new campaign into our inbox. New campaigns are always exciting, I love trying to figure out what the brands are looking to communicate, and how they are intending to do it. Fun times, but I guess that’s just the geek in me…

RVCA’s latest interpretation is fresh. I love that the campaign is a single shot, with minimal logoing and no major product push apparent. A bit like the old Gravis ads back in the day where the shots build your anticipation you actually started psyching to surf.

What’s RVCA trying to do? My view is that it’s looking like a reinterpretation of what the brand has always been about… the big picture, via a clean aesthetic and good design.

And what is that big picture? Simply enjoying the lifestyle you take part in. Getting amped on surfing or skating or art or music or whatever is you enjoy that lets you escape…

When was the last time a campaign stirred you so much that you actually got amped on going surfing or skating or? Job well done.

What’s your thoughts on it?