Ride the Wave

SURF Music exists to change that reality: a platform connecting songwriters and producers globally, helping them pitch and place their work on the world stage while keeping 100% of their publishing rights.

To introduce SURF to the world, we needed a commercial that embodied the platform's core mission: bridging the gap between Asian music markets and the West.

This wasn't just about showcasing features—it was about capturing the energy, ambition, and borderless spirit of the young creators SURF was built for. The platform itself is a fusion: East and West working together, discovering briefs from Asia, collaborating with award-winning talent worldwide. The commercial needed to feel the same way.

As director and editor, I approached it with one goal: make the edit itself reflect the cultural collision at SURF's heart. Fast-paced. Electric. A visual conversation between two worlds that shouldn't work together on paper—but when they do, something unprecedented happens.

The result premiered at SXSW 2023: an energetic introduction to a platform redefining what's possible for independent musicians everywhere.