“Soap & Surfing”

(in-development)

I’m excited to share "Soap & Surfing" (placeholder title), a brand activation we’re currently developing in El Zonte, an expanding surf community in El Salvador. We have two goals: (1) Shed light on and explore the various challenges with water management and how ocean are affected by chemical based soaps and (2) explore how passionate individuals and a companies committed to environmental care can come together and support grassroots activism and change.

While wandering around the town taking photos, Aldo waved me over to see what what I was photographing. He asked if I would help out with a project he’s working on… He said, “Everyone showers and washes dishes here with soaps with chemicals, and it goes straight into the ocean here. I’ve been riding this wave all my life, and I can feel and taste the difference. I want people to come experience my country but I want it to remain intact for my daughters.”

"Soap" follows Aldo, a laid-back surfer, loving family man, and advocate for ocean protection. His life is simple yet impactful, centered around the waves he rides, the joy of his family, and his mission to keep the coastline clean and safe for his daughters to enjoy just as he did. Aldo's hostel is a unique spot that welcomes travelers from all over.

After making a few interesting connections I learned a climate consultant who happened to take a surf lesson with Aldo is how he got ahold of the box of soap he’s currently giving out to his guests. As we develop this project + enter into a pitching phase we’re looking into how we can support the local efforts in protecting their “wave” in the midst of a growing tourism industry.