The idea driving this work was to create social content that felt deeply rooted in the spirit and culture of Hawaii while surprising and delighting both fans and talent. Inspired by Rescue: HI-Surf being filmed on location, FOX wanted to go beyond standard promotional assets and craft something that celebrated the land, honored the people behind the show, and gave audiences a fresh, authentic glimpse into the series. To achieve this, the team commissioned island-centric artists to design a series of highly personalized talent posters. These pieces were tailored to the individual cast members but crafted in a way that could resonate broadly with fans, blending artistry, local culture, and the show’s adventurous energy. The goal was not only to generate excitement for the series but also to create shareable, visually striking content that amplified the show across social platforms.
Each talent poster was uniquely designed to reflect the individual’s personality, background, and connection to Hawaiian culture, making every piece both personal and visually striking. Robbie Magasiva’s poster, created by Eduardo Bolioli, was executed in a traditional style, incorporating Polynesian patterns and iconography meaningful to him such as motorcycles, the hei matau (fish hook), and a tattoo honoring his late brother, blending personal history with cultural heritage. Arielle Kebbel’s poster, by Mae Waite, struck a delicate balance of strength and grace, highlighting her dual identity as a high-fashion model and passionate advocate for horse rescue, creating a visual narrative that celebrated both her career and her values. Kekoa Kekumano’s poster, designed by Kate Wadsworth, bridged fiction and reality by integrating his work running a traditional Hawaiian canoe business with imagery of a Tiger Shark, his Aumakua, or guardian spirit, symbolizing protection and guidance. Finally, Zoe Cipres’ poster, by Kamea Hadar, used regal colors and native island flora to honor her modeling background while firmly rooting her in the Hawaiian landscape, creating a composition that felt both elegant and connected to place. One challenge in this process of having each individual artist is the timelines. With the time change from Hawaii and all the artists having their own personal schedules. It was important to be clear with timelines and track and create custom timelines for each artist individually. It was important we honored their style and art work, when giving direction it was important to give them more free range but also find a balance of what our objective is for these posters. Together, these posters transformed each cast member into a culturally resonant, visually engaging work of art, highlighting their individuality, personal stories, and ties to Hawaii while creating content fans could connect with and celebrate across social platforms. Each poster was more than promotional, it was a bespoke tribute that made the talent feel seen, honored, and authentically represented.
We found many of the talent from the show engaging with their custom poster, showing excitement and praise for each artist. Each talent was supportive of their cast members posters, engaging with their social posts as well. One of the talent was so moved by his custom poster that he asked if he could receive the original painting, which eventually was shipped from Hawaii to Los Angeles and gifted to him. Overall, the idea was to merge artistry, cultural acknowledgment, and social creativity into a single campaign that made fans feel seen, celebrated the cast, and honored the Hawaiian setting that inspired the series.