From the first ad campaign by Barrie Sutherl taken a Bells Beach and used by Rip Curl in a full-page spread of Surfing World Magazine. The same basic principles have been used through out to the preset day. Even though the technology has changed a great deal since the early seventies when the first ad photo was taken for Rip Curl .The similarities between the ads from the past and the current ads are they both use young people doing what they love and having fun, ether this is getting lots of air whist snowboarding riding a long barrel while surfing or just ready to have a night out on the town. In all Rip Curl images this moment is captured perfectly. The current ad campaign is "LIVE THE SEARCH". Rip Curl ads combined modern photographic techniques and other techniques that make the image more dated like the use of collages. There are many examples of this style used to great effect across the different sports that are sponsors by Rip Curl. The collage effect is used by Rip Curl to advise the athlete but it is also used on T-shirts, swimmers and advertisement for Rip Curl. The clip at the very bottom also highlights how techniques are used to make the clips look older than it is, this is because how it is shot the fonts that are used and at 24sec it is made to look like it is being shot on film.
Some modern Rip Curl photographers include Dean Tirkot, Ryan WillMott, (from clip in order of appearance Sean Davey,Andrew “Shorty” Buckley and Jon Frank) .
http://ryanwillmottphotography.com/tag/rip-curl/
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