“Jeep is synonymous with adventure, but translating that adventurous spirit into marketing magic takes a special kind of studio. What truly sets Free Radicals apart is their ability to seamlessly connect the Jeep brand with our sponsored athletes—embodying the brand’s adventurous spirit.”

A white Jeep Rubicon with black accents, including a front bumper and side mirrors, parked against a plain background.

Carla Longerbeam
Group Account Director

Text in black and white reading, 'Helping the Jeep Surf Team win gold at Tokyo 2020.'

“Shaping A Champion” was a long-form branded content piece created for the WSL and NBC Sports Olympics Programming. Free Radicals developed the concept, produced and directed the film, and designed and built a private training and shaping facility in Chiba, Japan, for Jeep surf Athletes to rapidly design, test, and iterate the surfboards that would help them win Gold at the 2020 Tokyo Olympics.

The Jeep Project 7 Facility.

Free Radicals repurposed an existing private photography studio and built two custom-shaping bays from retrofitted shipping containers. The facility featured a full physio room with world-renowned physical therapist Terry Romine on hand to keep the athletes tuned up. We also built an AV/Video review room to break down daily board performances.

Inside a blue-walled room set up in a shipping container at night, with two men preparing surfboards, one wearing a black beanie and the other in a cap, and a crowd of people waiting outside.

Indoor surfboard rental or yoga studio with two surfboards leaning against the wall, exercise mats on the floor, potted plants, and exercise equipment. Wooden double door at the back, ceiling fan, and a small table on the left.

Floor plan of a small living space with labeled areas including a shower, toilets, gym area with equipment, yoga mats, framed artwork, bar fridge, plant, massage table, a sitting area with couches, a kitchen with sink, oven, and cabinets, a deck with space for containers and a footprint, and an outdoor green area.

The project aimed to help Jeep athletes prepare for the first-ever Olympics surfing competition in Tokyo 2020.

It is somewhat uncommon knowledge that all elite professional-level surfboards are handmade to each athlete's specifications and designed to perform in specific types of waves.

Interior of a cozy living space with a high ceiling, white wooden beams, a small wooden table, a black bean bag chair, a vintage trunk as a coffee table, wooden flooring, and a colorful rug. There is a green plant on the wall, a desk with a computer, and a doorway leading to a small room with a red chair.

Yoga or massage therapy room with mats, a massage table, framed artwork, and a folding screen.

Free Radicals dropped in two twenty-five-foot shipping containers by crane, and the interiors were built to the specifications of renowned shapers Britt Merrick and Graham Smith. We then spent two weeks prototyping surfboards, reviewing board-testing footage, and scrutinizing every aspect of the surfer and surfboard performance.

Small shop interior with blue walls, surfboards, a yellow cycling jersey, and a white chair in the center.

Open rustic barn with blue sliding doors, interior features gym mats, workout equipment, and a Jeep sign on wooden background indicating Project Seven Chiba Japan.

Bold white text on a black background spelling out 'PROTOTYPING.'

A person in a wetsuit riding a wave on a white surfboard at the beach, with text overlay reading 'BOARD #1 GRAHAM SMITH/JORDY SMITH'.

A person in a black wetsuit performing a maneuver on a surfboard on a wave.

It is somewhat uncommon to know that all elite professional-level surfboards are handmade to each athlete's specifications and designed to perform in specific types of waves.

Two men are standing on a wooden deck outdoors with surfboards laid out on the ground. One man is wearing a gray t-shirt, patterned shorts, and flip-flops, while the other is in a cream hoodie, shorts, and flip-flops, holding a surfboard. Behind them are parked cars, construction equipment, and strings of lights hanging overhead.

Black background with large white text reading "TESTING."

A person surfing on a wave in the ocean, with others in the water in the background. There is also text overlay that reads 'BOARD #3 GRAHAM SMITH/JORDY SMITH'.

A surfer in black wetsuit riding a wave at the beach with text overlay reading 'BOARD #4 GRAHAM SMITH/JORDY SMITH'.

A person preparing a surfboard on a wooden deck beside a black Jeep vehicle with a Japanese license plate, in an outdoor setting.

Red Jeep driving on a narrow gravel forest trail surrounded by green foliage.

Someone placing a sticker with the text 9gag on a surface

Black Jeep SUV driving on a narrow road with greenery on both sides, passing a concrete wall with a metal fence.

Close-up of the word 'BRANDED' in bold black and white text.

A white Jeep Gladiator with open doors parked on sandy beach near the ocean, with a trophy placed in the truck bed, surrounded by trees.

A group of people gathered outside a building with a deck, next to a red jeep and a black SUV, with container-like structures nearby in a rural setting.

People gathered outdoors at night, under string lights, near a container with screens, some holding drinks, socializing.

The word COMMUNITY in large white letters on a black background.

Nighttime scene of a crowded outdoor event with people gathered on a wooden deck, illuminated by string lights. There are two modern buildings with large screens showing a bar or kitchen interior, and a couple of cars parked nearby.

Three men standing behind a surfboard on a stand inside a blue room, smiling and making hand gestures. The man on the left has a beard and wears a black hat and black shirt. The man in the middle wears an orange jacket with green accents and a gray cap. The man on the right has facial hair, wears a gray shirt, floral shorts, and a baseball cap.

Two men shake hands outdoors during a gathering, with cars and several people, including children, in the background.

Group of people filming at the ocean with a South Africa surfboard crew and a flag, filming a surfer on waves, with a boom microphone operator capturing audio.

Fuel.

World championship surfers typically compete in the world’s best waves, but the first-ever Olympics surfing event venue, Chiba, Japan, is notorious for small, weak waves. This created a challenge for athletes to develop boards that would perform in lackluster conditions.

Spark.

We believe the best thing a brand can do to support ambassadors– no matter the sports or creative discipline–is to support them in achieving their goals. We asked Jeep surf ambassadors Jordy Smith, Filipe Toledo, and Nikki Van Dijk what we could do to help them perform their best, and they all pointed to one thing: Surfboards.

Fire.

Gold Olympic medal with a ribbon, features a sculpture of athletes and the Olympic rings, commemorating the 2004 Summer Olympics in Athens.

All surfers at the highest levels ride 100% custom, handmade surfboards. Like golf clubs, each has a specific purpose and is designed to perform based on the shape, size, and power waves found at particular locations. We built a private surfboard shaping and training facility in Chiba, Tokyo, Japan, where Jeep athletes could rapidly prototype and test surfboards at the Olympics surfing venue.

Text reading 'WE'RE HUGE IN JAPAN' in bold white letters on a black background.

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