In the campaign marketing text, Graff made a word salad describing Night Moon, Graff Gateway and New Dawn groups in the collection in this way:

“From a poetic spark of inspiration to a magnificent collection of jewels that speak to the soul about the eternal beauty of nature, the Tribal collection captures the essence of what it is to be human.”

These words perhaps better describe modern life in South Africa’s Atlantis Dunes, where extreme adventure sports including sandboarding define the landscape. Had Graff wanted to speak to the Tribal collection’s capturing the essence of what it is to be human”, the campaign would have been shot 15 hours away by car in at the Sterkfontein Caves, at a UNESCO World Heritage site known as the Cradle of Humankind.