URBNSURF opened Australia's first surf park in January 2020 — and then COVID took two years of it. By the time the lockdowns lifted, the park had a world-class wave and almost no cultural story behind it.

Culture isn't built by a press release — it's built by showing real people having real experiences in a place, consistently, over time. Olliepop came in October 2021 and spent the next eighteen months as their embedded creative partner doing exactly that. Seasonal campaigns, athlete features, women's surf community storytelling, event coverage and safety content — until the park stopped feeling like a venue that had lost its launch window and became somewhere surfers genuinely wanted to be.