Dakine — hbakercreative

Case Study:

360° campaigns, where creative ideas build business goals. Using unified visual systems—photos, video, type, color, logo, layout—every channel, same story.

Beyond the Textbook

Brief A 360° campaign for Back to School & Travel that drives brand awareness to the college-age audience. The campaign ends in a 3-stop college campus tour — "Dakine Days".

Intent Develop a cohesive visual identity that speaks to the active scholar, stays true to brand heritage, and captures a new audience.

Insight This wasn't just about selling products — it was a larger push to reposition Dakine as the go-to school backpack trusted to travel beyond campus.

Outcome Life beyond the textbook. From campus hallways to cactus-lined horizons, this campaign is about more than hitting the books — it's about carving your own path. Gear that moves with you, built for back-to-school and the adventure after.

Role

Art Direction
Photo & Video Production
Location & Talent Scouting
360° Campaign Launch Creative
Dakine Days 3-Stop Campus Tour

Dakine x Independent

Brief 360°campaign of the Dakine × Independent capsule. Taping into the everyday of pro skateboarders — capturing a day in the life as they skate to a BBQ, stop by the local shop, and cruise through the neighborhood.

Intent Develop a cohesive visual language that speaks directly to skateboarders and partner with Independent on a unified launch.

Insight The challenge was directing Team riders Wes Kramer and Alexis Ramirez while navigating real-world chaos — crowds gathering and the inevitable run-in with the cops.

Outcome A Day in the Life. The latest Dakine × Independent capsule — built for skaters, ready for whatever the day throws at you.

Role