About us.
Someday is a creative agency working with brands in print and digital content. We were founded as a catalyst on the basis of positive cultural change in the outdoor industry. Using our experience, network and knowledge to identify and address issues, challenge existing models, rethink storytelling and contribute to our culture on a tangible level. When it comes to creating content, we like to ask why as well as what.
Someday is a collaboration between photographer Tom Bing and surfer Sally McGee. Both Tom and Sally are passionate surfers, explorers, activists and creators; our passion for surfing has led us to build a large global network of allies, knowledge and experience in the surf, skateboard and motorcycle industries.
Through our connection to the sea, history in visual arts and activism, we founded Yonder in 2018. During that time we have seen immeasurable change in our region through the work we have done; we’ve helped a community to establish, to find an identity, told the stories of local heroes and heroines and helped to push a vision of surfing that we believe resonates.
Someday aims to work with open minded brands to challenge our industry and forge connections with our culture and the issues that it faces. Equality, Diversity, Quality, Sustainability and Culture.
Powerful storytelling, evidence based strategies, beautiful photography, engaging video and compelling collaborations drive the work we do.
Tom Bing
Tom graduated from Leeds College of Art with a BA in Visual Communication in 2008 and has been working in photography, journalism and marketing full time since 2015. His work has always focussed around the things he is passionate about - surfing, skateboarding, adventure, family and bikes.
Tom’s an ideas guy. He loves to analyse and theorise and come up with innovative ways to progress. He’s incredibly knowledgeable about the world he lives in and his enthusiasm for action sport culture is infectious.
Sally McGee
Sally is extremely passionate about surfing, to the point where it might actually be a problem.
She speaks with huge amounts of passion about gender equality, environmentalism and the culture of surfing. She has a background working in Human Rights for NGO’s and has been using her platform through Yonder and as a Finisterre Ambassador to champion famale surf culture, equality, diversity and environmental issues in the line-up.
Sally is the integrity officer. Her input into projects is of extreme value; she speaks not only as a true core surfer, but also as a compassionate woman and mother.
“Two of the most dedicated and fascinating characters of the tight-knit scene are Tynemouth’s Sally McGee and husband Tom Bing, founders of Yonder, a women’s only surf collective working to empower female surfers and celebrate diversity in surfing.”
-Wavelength Magazine
“When Bradford-born Sally McGee relocated to Tynemouth, North Tyneside, in 2012, she was one of only a few women seriously surfing the north-east coast. As a seasoned surfer who’s travelled 26,000km by motorbike (with board attached) in search of waves everywhere from Chile to California, and who pulled on her wetsuit (despite the December snow) just 10 days after giving birth and having surgery, she wasn’t fazed by this. But she did want to change it.”
-Red Bulletin
”We've worked with Tom Bing pretty much since he returned from a truly epic riding and surf trip through North and South America, where he and wife Sally challenged their little Hondas through some of the most inhospitable terrain capturing some truly stunning wanderlust inducing images along the way. Back in the groove of 'normal life' Tom and Sally tour around in their aged Talbot Motorhome with baby Billy while working for the DTRA, Built Magazine, Yamaha and a number of custom bike publications.”
-The Bike Shed