Quiksilver rides an interactive swell for KS10, the surfing label’s clothing line commemorating Kelly Slater’s historic 10th ASP World Championship November 6th. Santa Monica-based advertising and design agency, Standard Time, created the campaign with its centerpiece “Evolution” :60, which launches on ESPN today. The campaign’s unique, social networking debut on Facebook the day of the win attracted 909 posts on the KS10 Page congratulating Kelly and 300,000 total views of the spot on YouTube within one week.

Standard Time created supplemental Twitter and YouTube skins, as well as flash banners on popular surf sites. “Evolution” tells Slater’s life story in reverse, starting with the recent win and ending on the surfer as a fresh-faced teen, pre-living legend status.

The agency worked direct-to-client with Quiksilver, also serving as production company, filling “Evolution” with iconic Slater imagery, all supported by affecting original music by artist Great Lake Swimmers. With a professional surfing career that spans 20 years and 10 world championships, Kelly is one of sport’s greatest athletes. Standard Time set out to create a story around the fact that he’s the youngest and oldest world champion. By telling this story in reverse, the spot pulls moments from Kelly’s life to humanize this iconic figure.

“Evolution” features select images of one of the most dominant athletes in sports history: title celebrations, Slater navigating a towering set waves and effortlessly switching backside to front, Slater signing autographs, performing with Eddie Vedder, playfully rolling down a hill in a trash can. We then see images from Slater’s youth, ending with a shot of the surfer as a boy, walking alongside a friend who asks him, “Kelly, how do you think you’re going to do in the U.S. Teen Trial?” Slater flashes his famous smile and modestly replies, “I don’t know,” as the spot closes on the super, “Champ10n,” followed by the Quiksilver KS10 logo and super, “Kelly Slater 10x ASP World Surfing Champion.”

ABOUT STANDARD TIME
Standard Time is a full-service consumer engagement agency recognized for crafting compelling retail brand experiences. We synchronize design, strategy, creativity, and digital expertise with existing and emerging media to create a seamless user experience that builds brands and meets business objectives.

Credits:
Client: Quiksilver
Brand: KS10
Title: “Evolution” :60
Airdate: Currently airing
Agency/Production Company: Standard Time, Santa Monica, CA
Directors: Michael Sharp and Nate Morley
Editorial Company: Chrome, Santa Monica, CA
Editor: Lance Pereira
Motion Graphics: Damen Nemire-Pepe
Music Mix: Lime Studios, Santa Monica, CA
Sound Engineer: Marc Meyuhas
Artist: Great Lakes Swimmers’ “Put There By Land”

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