Guinness Surfer

Beast Films spent five days with Rhett Roback, a master surfboard shaper based in Santa Monica, documenting every stage of his hand-crafted process from raw foam to finished board. What began as an intimate portrait of a craftsman became a meditation on dedication, time, and the quiet pursuit of excellence.

Rhett’s world is one of patience and precision. Each board is shaped entirely by hand, guided by decades of experience and an almost instinctive understanding of form, balance, and performance. He speaks openly about surfing, shaping, and life, revealing a philosophy rooted in restraint and respect for the craft. There are no shortcuts, no mass production—only repetition, discipline, and an unwavering commitment to quality.

The film observes the process without interruption, allowing the rhythm of the work to lead the storytelling. Close detail, natural sound, and a measured pace place the viewer inside the workshop, highlighting the physical and emotional investment behind each surfboard. It’s a portrait of mastery earned slowly, over a lifetime.

Only in the final moments does the brand reveal itself. The connection to Guinness arrives as a quiet twist, drawing a parallel between hand-shaped surfboards and one of the world’s most enduring craft breweries. Both are built on time, tradition, and an uncompromising belief that doing less—but doing it better—matters.

The result is a brand film that earns its association through story, not statement, celebrating craft as a way of life rather than a marketing message.