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Rip Curl Unveils Ground-Breaking Mirage "Bullet-Time" Campaign

52 cameras, the world's best surfers, 1 moment: Rip Curl is thrilled to unveil the ground-breaking Spring 2011 MIRAGE campaign showcasing the latest in Rip Curl's MIRAGE Ultimate Boardshorts through Bullet-Time technology.

Partnering with Timeslice Films, a UK-based company specializing in camera arrays and digital technology, the MIRAGE campaign puts Mick Fanning, Owen Wright, and Matt Wilkinson in a high-performance arena with the simple mission of changing the perspective of progressive surfing forever.

The two-day rental of Sunway Lagoon Wavepool allowed Rip Curl and Timeslice to operate in a more stable environment than the open ocean offers. The Rip Curl surfers were repeatedly towed into the machine-controlled waves by Jetski and their operational space was determined by the 52-camera rig set up in the pool.

"This shoot captures the idea that you can experience a certain space in three dimensions from more than one view at a time," explains Tim MacMillan of Timeslice Films. "This project was revolutionary for us, because we'd never worked with surf before and was revolutionary for Rip Curl, because it was their first experience with Timeslice technology. The results achieved are really quite remarkable."

The campaign was something new for the surfers too, who were asked to step out of their comfort zones and be directed by the bullet-time technology.

"The footage is unbelievable," says Mick Fanning, two-time ASP World Champion. "It was really refreshing to be a part of a unique photoshoot like this and the final videos are insane. It was a lot of fun."

Backing the campaign is a comprehensive MIRAGE website (www.ripcurl.com/mirage) that not only showcases the key MIRAGE styles for Spring 2011 but also gives a full behind-the-scenes glimpse into the making of the Bullet-Time MIRAGE campaign.

The MIRAGE Boardshort, now in its 4th year of evolution caught fire in 2010 by introducing elastostretch 3 fabric, the lightest, most durable boardshort fabric on the market. Matched with Rip Curl's exclusive STL Stitchless technology, the MIRAGE officially went to the next level. Nominated for both Men's Boardshort of the Year and Men's Marketing Campaign of the Year for the 2010 SIMA Image Awards, the MIRAGE has proven to be the Ultimate Boardshort.

For more information, please contact Rip Curl marketing coordinator Chelsea Johns: cjohns@ripcurl.com

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