Challenge: Roxy wanted to update the overarching brand story for their 2014 line across all categories (lifestyle, surf, fitness and snow) in both the northern and southern hemispheres. I flew down to sunny LA in October (which was such a treat!) and collaborated with the art director on a collection of stories and images that encompassed the Roxy girl throughout the seasons. We presented the work at the end of the week and then spent a few more weeks refining the stories and images for storyboards that would be used to create collateral for the year.
Solution: The resulting campaign, #LovingLost, was launched via web, print and social in the spring. The images I’ve shared below include taglines for the Season 1 (spring) lifestyle product categories. Each was designed to speak both to the product and the campaign theme of Loving Lost. These lived on the Roxy e-commerce site during spring and early summer of 2014.