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It’s an overcast Wednesday on San Onofre State Beach, three miles of steep, shrub-covered bluffs 85 miles south of Los Angeles. The beach, known for its gentle, user-friendly waves, is alive with surfers of all ages, wet suits pulled down around their waists as they wax their boards or just hang out.

This is the setting for “Surf Camp,” the latest execution of ESPN’s “Without Sports” campaign, by Wieden + Kennedy New York. Launched in 2003 as the network’s first branding effort, the visually dramatic executions—meant to appeal to both obsessed sports fans and their more casual counterparts—transform simple, recreation-oriented vignettes into universal truths.

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