Luck is Alive tells the story of an African surfer and believer in Animism - the belief that inanimate objects and concepts can have a soul. For him it is luck that is alive and leads him to the ocean and sets him free.

Paul Ward first made a name for himself as a documentary photographer, capturing niche sub-cultures within the South African youth landscape. Having proven an ability to seamlessly adapt his documentary aesthetic to commercials, Paul has been working internationally, shooting all over the globe for high profile clients who seek his real world representation of youth culture. Paul has collaborated with brands such as Adidas, Puma, Karcher, Originals, G-Star, Nike, Ray-Ban, Sony, Vice & Hyundai.