Kona's surfing crescendo

This new campaign for Kona Big Wave beer is a gut-punch of adrenaline as we witness a group of surfers take on some monster waves. 

Created by Duncan Channon San Francisco and shot through Pulse by director Sam Walker, who's no stranger to sea-bound shoots after helming 2024's Avios campaign. 

The two spot campaign features one 60-second film [above] in which the rising intensity of the drumbeat soundtrack is played over images of different surfers taking on some immense waves. The tumultuous water is cross-cut with the amber liquid of the beer before we see shots of the huge waves and then the celebratory surfers as the music builds to a crescendo. 

The accompanying spot [below] is a 75-second, black and white film which features a surfer relaying a story about one of his surfing exploits involving fist fights and shark encounters.