ASOS X SURF LODGE X SALLY HANSEN X NYLON
ASOS at Surf Lodge
ASOS took over Surf Lodge with a limited-time storefront and venue sponsorship, turning Montauk’s most iconic summer spot into their own branded world. The content was rolled out across ASOS’s channels and amplified by influencer reposts, the activation extended far beyond Montauk, becoming a cultural moment rooted in style, community, and summer energy.
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ASOS sponsored Surf Lodge for the summer with a limited-time storefront, alongside Nylon and Sally Hansen’s collaboration. I was brought on to capture the activation in a way that felt less like event coverage and more like a brand moment. The creative direction centered on highlighting the storefront, the influencer presence, and Surf Lodge’s signature energy, all through a lens that felt aspirational, immersive, and inherently social-first.
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I directed, filmed, and edited a library of short-form videos and stills designed for ASOS’s digital channels. The work leaned into sun-drenched movement, styled details, and spontaneous talent interactions, striking a balance between candid and cinematic. Every frame was built to elevate the storefront takeover while keeping the content community-driven.
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The assets rolled out across ASOS’s official channels and were amplified by influencer reposts, turning talent into natural brand advocates. By capturing candid interactions alongside styled moments, the content extended the event’s life span far beyond the weekend itself. The activation reinforced ASOS’s role in building authentic influencer relationships while delivering content that felt social-first, effortless, and built to travel.
