Challenge: The Winter 2012 Catalog is Roxy’s first ever direct mail catalog and was scheduled for release before the holidays. My first challenge was to write an opening paragraph that would illuminate their catalog theme “dog days of winter”–those short dark days when winter storms prevail and snowboarders are celebrating all the snow that comes with it. The client also needed product taglines in line with the Roxy voice with an emphasis on a new winter season, dog days of winter, snow style, and the holidays. Finally, I need to write an paragraph about June and Esthera, the founders of Peepshow, mentioning the “Wanderlust” video collab series and explaining the relevancy of their personal style to the snowboard scene.
Solution: For the opening paragraph, I moved away from the typical themes of snowboarding and focused on the concept of “dog days of winter”. To me, “dog days of winter” has an almost trance-like implication; I found myself thinking of white outs, snow blindness, and cabin fever. With this in mind, I wrote something that focused on the transformative quality of snowboarding. The result was a fairy tale that explored the magic, almost surreal nature of snowboarding while referring back to Roxy’s beginnings as a surf company. In keeping with Roxy’s positive stance and support of women in board sports, I wrote taglines that focused on love, adventure, and looking forward to the future. To make the Peep Show intro more relevant to the Holiday Catalog, I focused on the elements of the Peep Show story that might inspire the typical Roxy girl, including their DIY take on making snowboard videos with friends, their gypsy-chic style, and the way they bring street style to the mountain. This opened the door for “Peep Show Picks”: a spread showing their favorite items from the new Roxy line.