An Icon Remixed.
Nike SB Wair Max “Silver Bullet” Campaign — featuring Ishod
The “Silver Bullet” is widely recognized as the most iconic colorway of the legendary Air Max ‘97. Inspired by Japan’s sleek bullet trains, the design incorporates a metallic silver upper, reflective accents, and fluid lines that capture the speed, motion, and innovation of high-speed rail.
Collaborating with friends on projects of this scale is a rare privilege, and we’re deeply grateful for the opportunity. A big thank you to Ishod and the Nike SB team for their trust and partnership.
Subject: Ishod Wair
CD / Logos: Fine Lines Agency
Photography / AD / Design / Motion: Brent Waterworth
Reimagining New Balance
This campaign explores a literal interpretation of New Balance’s taglines — “Fueled For Any Run” and “Run Your Way”— bringing them to life visually through a refined approach to Creative and Art Direction.
Runner / Subject: Tyler Rule
Client: New Balance
For our Rapha shoot, we brought the “Go, until you’re lost” motto to life. We sent rider Boo on an uncharted journey through the backroads of Bakersfield, CA. With no set route and no expectations, the ride became a true exploration of the unexpected—twisting through quiet lanes, open fields, and rugged terrain, capturing the essence of adventure that defines the Rapha Explore collection. Every moment highlighted the philosophy behind the collection: embracing the journey over the destination, discovering new perspectives, and experiencing the ride in its purest form. The result is a campaign that celebrates freedom, curiosity, and the thrill of getting lost in the ride—exactly as Rapha intended.
Subject: Boo
Client: Rapha
For the Jordan’s The One—the culminating tournament of Jordan Brand’s global initiative—we captured the intensity, skill, and defiant confidence that defined Michael Jordan’s legendary backyard battles. The shoot followed players going one-on-one, each matchup unfolding with raw energy, razor-sharp focus, and relentless drive. The visuals transformed every challenge into a story of ambition and skill. The tournament became more than just a competition—it was a proving ground for the next generation, linking the history of the Jumpman to today’s rising talent. The Los Angeles Finals celebrated fearless ambition, unwavering resilience, and the relentless pursuit of greatness, embodying the very spirit that built a legacy and continues to inspire players to step up, rise to the moment, and leave their mark on the game.
Client: Jordan
Content Creation: Chapter
In 2021 Chapter worked with UAG to craft a marketing and content creation strategy that balanced strong in-studio product photography with authentic outdoor imagery, positioning UAG as the premiere rugged protection for tech devices. After crafting the Marketing Strategy and Go-To-Market plans, we set to work on planning and sourcing authentic locations, athletes and personalities and overseeing all content creation. Working with a mix of in-house talent and Chapter sourced photographers, videographers and talent, we began creating content on an ongoing basis for the brand.
Shoot 001 features Ultra-Marathon and Sky-Runner Dani Moreno. Dani went on to take 2nd at UTMB in the OCC race and we later worked with her and UAG on her deal as a long-term UAG ambassador. She continues to race and is now a member of the Adidas Terrex team as well as working with UAG to this day.
Creative Direction: John Alvino
Content Creation: Chapter
We worked with UAG to curate the OMAC collection by Alonso Tal including deployment and marketing assets to promote the collection. Rather than focus on Alonso as a cyclist or a photographer, as has been frequently in the past, we chose to focus on him as a designer and overall creative. Alonso is an individual that drives culture and we wanted to present him in his space. Photo assets were then designed into final social media assets that included 3D renders of the final case designs.
Client: UAG
Creative Direction: John Alvino
Content Creation: Chapter
The first Further piece for UAG in 2024 featured Pat Moore. We’ve worked with Pat for many years, since working on the Program brands for Burton. We negotiated Pat’s ambassadorship with UAG and he has been a huge asset for the brand ever since. After a couple years we finally had the opportunity to do a proper piece about Pat and how his life and snowboarding has evolved. The goal and strategy for this project was to showcase Pat both as a legend in snowboarding, but also as a relatable person with many of the same struggles every new parent has. The result is one of the most viewed Further pieces UAG has ever produced.
Deliverables included final YouTube edit, social cut-downs, as well as stills and video for organic social and performance marketing. We also worked with Pats other sponsors, Volcom and Arbor Snowboards on a giveaway to bring followers and cross viewership for all 3 brands and Pat as well.
Brand, Marketing & Creative Strategy: Chapter
Video Direction: John Alvino and Avery Rost
Camera: Avery Post and Kyle Schwartz
Stills: Jussi Oksanen
Producer: Tim Peare
This episode of the Further series was years in the making as several years ago we had reached out to Gift looking to work with her and make her a UAG Ambassador. We sent product, seeding kits and had discussions but ultimately the budgets could not align. In the meantime we still considered her an inspiring figure in the cycling world, so we continued to send her products and in-turn she would use and show products often as a thank you. This was true relationship and community building and in the end it paid off for both sides. Fast-Forward 2 years and we finally made the episode happen, creating a piece in Thailand and adding her to the UAG Ambassador family. Good things take time and we’ve learned that sometimes planting the seed and slowly nurturing it is the best strategy for brands of all sizes. Real connection takes time but it also helps build real community and growth.
Brand, Marketing & Creative Strategy: Chapter
Video Direction: John Alvino
As part of the Further series, we wanted to do something completely different with a creator, so we reached out to our friend Aaron Brimhall with an idea. Rather than just doing a bio piece on him, we proposed giving him a budget to make a spec piece and we would document him and his process in that context, thus creating 2 different pieces of content and giving people a rare behind the scenes look at what he does. This was inspired by our years of working with him and witnessing the amount of spec content Aaron creates, firstly to satisfy his creativity but also to drive his commercial work and notoriety. Aaron is one of the hardest working people we’ve ever collaborated with and we wanted people to see him at work.
The result was heavily layered with many deliverables but the goal was simple, by working with a larger brand like Aston Martin we would help Aaron and UAG reach a much wider audience than normal, very top of funnel stuff and reaching new audiences for everyone involved. In the end delivered 2 edits (Ibex Protocol and the BTS Edit), BTS reels created by Aaron and DP Mason Prendergast that had a huge reach, Organic and Performance still and motion social assets as well as a series of NFT’s that featured the printed UAG cases as a limited edition bonus for purchase of the NFTs.
Secondarily, we partnered with Buscadero Motorcycles who provided us with bikes for set transportation, finishing the project off with a custom Buscadero Bike giveaway, further driving new followers and engagement for all the brands involved while adding a very authentic element to the final project.
Brand, Marketing & Creative Strategy: Chapter
Video Direction: John Alvino
Camera: Mason Prendergast
For the Further 002 shoot, we brought in our friend and climbing legend Lonnie Kauk as well as Scarpa Ambassador Tammy Willson. These content creation days featured the Buttermilks and the Owens River Gorge, two iconic climbing areas near Bishop CA.
This content is used across a wide range of media and must speak to everyone from the most core consumer to mass market audiences as well as buyers at Verizon, Best Buy and other partners both domestic and global, so the strategy and execution is critical. Balancing authenticity with approachability is the goal and on this series the images help sell product in to large chains while still inspiring the most demanding consumer to give the brand a try and follow along with the journey.
Brand, Marketing & Creative Strategy: Chapter
Creative Direction: John Alvino