Robbie Crawford is a multidisciplinary creative whose work has helped shape modern surf media, digital storytelling, and immersive brand experiences. With over two decades of hands-on execution across mediums, his career is defined by an ability to recognize the potential of emerging technology — and turn it into meaningful creative expression.
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He began his career in 2001 designing record covers and rave flyers for underground electronic label Life Music, later joining 71 Design Team to build interactive Flash sites and motion content for artists and entertainment brands. These early experiments laid the foundation for a body of work that has spanned photography, 3D simulation, immersive environments, and AI-enhanced media systems.
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Robbie played an integral role in GoPro’s breakout era, producing some of the brand’s most widely shared and culturally defining content. His imagery and capture techniques helped expand what the camera could represent — not just as a tool, but as a storytelling engine.
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His creative work has appeared across platforms like MTV, Instagram HQ, the Discovery Channel network, and TikTok’s App Store launch. He’s contributed commercial media for Adobe, Western Digital, and Harley Davidson, and continues to build visual systems for brands rooted in surf, skate, and music culture.
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At SMKFLWR, Robbie has shaped the brand’s creative foundation — from its visual identity to immersive festival media to adaptive workflows powered by AI. His approach blends storytelling, innovation, and cultural fluency to create content systems that scale without losing soul.
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In recent years, Robbie has pioneered new forms of immersive surf media — developing custom stereoscopic rigs to film inside waves, and building volumetric wave simulations using Blender and Unreal Engine. These digital ocean environments reflect both his deep knowledge of wave mechanics and his passion for pushing surf culture into the future.
Robbie’s work is defined by originality, technical depth, and emotional presence.
He doesn’t follow creative trends — he builds the systems they grow from.