FrithCo, meaning "peace, freedom, loyalty, and recognition," is an extreme sports clothing company based in Huntington Beach, CA, founded by Zachary Lurie.
For the launch of FrithCo, Zach wanted to release three unique Web edits featuring his athletes. Ranging from surf, skate, BMX, and motocross, the hardest part was figuring out how to make three Web edits dropping simultaneously stand alone from the next one. And with a limited shoot/edit schedule it was all about coming up with a general concept and letting it grow once we began rolling, and I believe we achieved what we set out to accomplish.
For me, this was a fun one to do. I've never shot surf or skate, so it was a good change of pace from the typical two-wheel action I'm use to. Riley is a mellow, go with the flow Huntington Beach surfer who cruises around in his Dodge Swinger. Basically, the definition of a true surfer. Due to a lot of inclement weather, we were unable to capture as much surfing as we envisioned, but managed to do what we could to give it a cool lifestyle/beach sort of vibe to capture who Riley truly is.
Visit wwwfrithcoshop.com today!
Film/Edit/Color: Kyle Cowling
Audio: Zoom H4N with Sennheiser EW100 G3
Athlete: Riley Kantor
Soundtrack: Casino Versus Japan, Little 1565
Location: Huntington Beach, CA