This storytelling project for PENN fishing features a Hawaiian brotherhood of men who brave the massive cliffs and expansive ocean to try their hand at catching the elusive Ulua fish. The Ulua are an important part of Hawaiian culture and regarded as a prized fish.

​While incorporating the Hawaiian culture, I created a hand drawn traditional pattern to lend cues and provide a well rounded graphic element that helps tie all of the Hawaiian elements together. Colors, graphic elements and layout were all designed to enhance the story that is being told.

This campaign was designed and executed for PENN fishing and captures the heart and spirit of the Hawaiian people who brave harsh elements to catch the mighty Ulua.