Welcome to the Safari Surfers!
We’re glad you made it here! We’re super stoked to share with you this upcoming generative art series. We love surfing. We love animals. And we love having fun. This project is meant to bring all of that together.
Art that makes you feel good
For over 20 years, Jonas Claesson has been drawing and painting about moose, polar bears, reindeers, seals and other animals that cohabitate in a wonderful, fantasy world that reflects his simple philosophy on life: Have fun and be fulfilled.
Through hand-drawn illustration and watercolour, Jonas’ art has brought smiles to people around the globe. Generative art is the next evolution — allowing for new ways to design, explore and engage with the art. And most importantly, it will make the magic of the ocean and the wonder of animals more accessible to more people — providing every holder a unique piece of art.
The swells of happiness
Jonas has a core belief that surfing is a very intimate experience with nature and oneself. Surfing allows people to disconnect from technology, from their phones and from the daily stresses of life and connect with themselves and with nature. It’s in that moment, in the water where you can truly appreciate the sounds of the ocean and the sight of its endless beauty.
Whether people surf because they seek solitude, they seek connections with friends or they seek adrenaline rushes, surfing is a happy place. And Jonas’ art strips away any ego and conceit to reflect the purity of just having a good time.
The Safari Surfers Collection
The Safari Surfers project was dreamt by Jonas, a Stockholm-born surfer whose art mixes strong references from his home in Australia with his Scandinavian roots. When he first came up with the idea for a hand-drawn, generative art project, it was focused on animals surfing. But the more he and his team talked about it, the more it became important to realize the journey of happiness and surfing has many stages. From the search for the perfect wave, to the beauty of the magical spot, to the bliss of the ride itself — each of those moments and those experiences are part of what makes surfing so enjoyable.
The Safari Surfers collection includes 12 character sets of randomly generated artworks, animated and set to music, that parallel our pursuit in life to find fulfilment. Some of us seek to leave a legacy with our life. Some seek to create stronger connections with others. Some of us yearn to provide structure to the world, while others want to explore spirituality.
The art is the utility
We know that utility and uniqueness are critical with all generative art projects. To us, the art is the utility to its holders, and our goal is to make the art accessible, inclusive and valuable.
What’s unique about the Safari Surfers collection is that it uses the idea of brand archetypes in the creation of the characters and scenes. Archetypes were originally created to be a tool in psychiatry, to better understand people and their motivations. Marketers have long used this concept to anchor brands against an idea already embedded within the conscience and subconscious of humanity — making the brand easier to identify. For example, Disney has long been seen as a Magician brand archetype, and Tesla is clearly an Outlaw brand archetype.
For the Safari Surfers collection, we have taken the attributes, goals and motivations of the 12 brand archetypes — the Explorer, the Sage, The Innocent, the Creator, the Ruler, the Caregiver, the Everyman, the Jester, the Lover, the Hero, the Magician, and the Outlaw — and created 12 characters with backgrounds, boards, gear and companions that reflect each. The result will be art that makes us feel good, and we hope that people see themselves in one or multiple characters, creating an attachment not only to the art but to the character themselves.
Another critical aspect of this project is to make the art more accessible and inclusive. We want everyone from those who have invested heavily in generative art to those who have never bought or minted generative art to feel as if there is a place for them here.
Jonas’ art is also showcased on global and local brands that promote fun and freedom, joy and passion, such as Patagonia, Reef, Columbia and more. And his art is showcased around the world in galleries and festivals that convey the lifestyle and culture of the sea and beach. So finally, our goal is to create collaborations and partnerships that give those brands the ability to create more value for their fans, while also providing Safari Surf Club holders with value beyond their owned artwork. This may include exclusive access or discounts to events and exclusive access or discounts to limited clothing drops, and more. We will be exploring these types of partnerships in order to provide unique value to our holders — but will always connect to the art itself.
Check back soon for links to all of our social channels.
Have an awesome day!
