The Californian lifestyle brand Sabre devised a plan to bring together a ramshackle group of artists, surfers, skaters and musicians for one of its seasonal advertising campaigns. 

I was commissioned to photograph the campaign in Costa Mesa, California. Intentionally cheesy backdrops were used as props, soft filters were added to lenses, and each subject was styled to look like they’d stepped out of a 1985 department store catalogue.

The campaign (aptly named ‘Family Ties’) was heavily circulated in both action sports and streetwear publications, and the images served as a radical point of difference from competitor brands.