Raw Reels

01 - Overview

A collection of reels created using Instagram’s native editing tools, exploring a more raw and authentic approach to surf content. The work demonstrates an understanding that surfing’s counter-cultural roots can translate into a less polished digital aesthetic, with simple production often creating more relatable and engaging content.

02 - My role

• Identified opportunities for raw, social-first storytelling.

• Concepted and produced reels from existing and self-shot iPhone footage.

• Edited content using Instagram’s native editing tools.

• Selected formats and treatments based on audience behaviour and engagement.

• Analysed performance to understand which styles of content resonated with the Tracks audience.

04 - Objectives

Challenge the assumption that high-production, cinematic content is always the most effective approach for surf media. The objective was to create accessible, authentic and story-led reels that reflected the way audiences actually consume content on social media, while demonstrating an understanding of when a rawer approach can outperform highly polished production.

05 - Creative approach

Embraced the limitations of social-first production by using iPhone footage, simple captions, native Instagram editing tools and AI voiceovers rather than relying on high-end production. The focus was placed on the strength of the story and relatability of the content, allowing imperfections and a DIY aesthetic to become part of the creative language. This approach was informed by audience response, recognising that sometimes the most effective surf content isn't the most polished - it's the content that feels real, immediate and culturally relevant.