Mickey Smith has created an excellent short entitled 'Dark Side of the Lens' that really captures the feeling of being out on the water. The photographer and surfer has a professed magnetism to coastlines that bear a resemblance to his homeland; his images really expose the natural and sublime beauty of the sea.
What I particularly like about the 'Dark Side of the Lens' short by Mickey Smith is that it is an example of someone who is living their passion. What's more, Mickey Smith will leave you wanting to pick up a surfboard yourself.
Implications - Youth consumers are attracted to an alternative lifestyle that differ from their parents. This group values freedom and creativity and want to continue to value these things even as they age. Companies should take this mindset into account when pitching products or gearing campaigns to this demographic.