white claw surf — surf like no other
white claw defined hard seltzer, so to launch a new product with the intention of disrupting the category we had to do something equally unexpected. our objective? showcasing the new product’s (wc: surf) unexpected taste by showing surfing ‘like no other.’ cut to a crew of surf-influencers assembled for ‘endless summer’-inspired road trip. instead of trying to find the perfect wave; we set out to surf everything except an ocean wave. to kick off the campaign we premiered a short-doc at sxsw about the road trip. success from the launch led to landing additional business. special shout out to the surfers (on the creative & design team, behind the cameras, in front of the cameras, at the edit house and my pals) who helped keep this authentic to the community. 🤘🏽
surf eyes - sxsw short film
social
this campaign upended the traditional funnel. it started on social and worked it’s way up. we tapped surfers who shared traits with the brand and sent them on an untraditional surf road trip. after 10 days of filming on the road, we sliced and diced the footage every which way. this is a sampling of the content we created for a very aggressive grassroots media buy.
deep dive
in the deep dive series we get to know our wavemakers featured. the athletes we featured in our surf road trip series were not randomly picked. like the white claw brand, these surfers brought bold optimism to life in their own right. this series was brought to life by a creative team that i oversaw.
