Good Trip, Bad Trip
01 - Overview
An ongoing written series exploring the highs and lows of surf travel through the experiences of some of the world's best surfers, from dream sessions and unforgettable trips to their biggest travel disasters.
02 - My role
Developed the concept and established the editorial format.
Identified and interviewed surfers for each installment.
Conducted interviews and wrote each feature.
Designed templates for socials and managed rollout of series.
03 - Digital story
Episode one - Harry Bryant
Excerpt
“My best trips have come while travelling within Australia. I feel so connected to so many parts of the country. Getting in your four wheel drive, hitting the road and going camping with your best mates – nothing beats that for me,” said Harry.
04 - Social rollout
Primary Carousel
Objective - Introduce the latest Good Trip, Bad Trip episode and generate interest in the full story by teasing both sides of the surfer's experience through memorable quotes and imagery.
Creative approach - A bold black-and-yellow visual identity uses acid-tab-inspired graphics to represent the contrasting ‘good’ and ‘bad’ trips. Quote-led slides and imagery introduce both sides of the story while creating a clear visual distinction between the two.
Good Trip Carousel
Objective - Highlight the best moments from the surfer’s travel experience, using memorable quotes to build interest in the full Good Trip, Bad Trip story and encourage audiences to engage with the article.
Creative approach - Led with a strong quote rather than a traditional title to immediately draw the audience into the story and create curiosity around the surfer’s experience. The carousel combined imagery, quotes and short video clips from the trip, creating a multimedia narrative that brought the story to life while allowing each moment to breathe through clean, spacious layouts.
Bad Trip Carousel
Objective - Highlight the most memorable or chaotic moments from the surfer’s travel experience, using engaging quotes to create intrigue and encourage audiences to discover the full Good Trip, Bad Trip story.
Creative approach - The carousel deliberately mirrors the Good Trip carousel, using almost the exact same layout and structure but flipping the visual treatment to represent the contrasting experience. The primary and secondary colours are reversed and the ‘bad trip’ acid-tab graphic replaces the Good Trip version, creating a clear visual distinction while maintaining consistency across the series.
05 - Metrics
4,350
Digital story clicks
254.6k
Total Instagram views
334
Total Instagram shares