Caribbean Colors
REEF - SP18 CATALOG
From the pristine beaches of Saint John to the bustling city streets Saint Thomas, the Virgin Islands are enveloped in color. Only there will you find that translucent turquoise tone of the water and that distinct kinetic green paired with an electric pink as vines drape over a mason wall.
This was our backdrop for Reef’s 2018 lifestyle shoot. A product-first approach intended to show the breath of the product line set in the location it was designed for - the beach.
ROLL - Concept Development, On-Location Art Direction, Design
CREDITS
Creative Director - Tait Hawes
Photographer - Tim Barber
Production - Summer Jax
Models - Cenit Nadir & Evan Geiselman
The Fanning Low
REEF SANDALS
PARTY STARTING TECHNOLOGY
The Launch of the Fanning Low Sandal
Strategy
Creative Direction
Art Direction
Design
The Launch of the Fanning Low Sandal
Strategy
Creative Direction
Art Direction
Design
CHALLENGE
The blockbuster sandal “The Fanning” is a franchise smash hit for Reef Sandals because of the alignment with professional surfer Mick Fanning, but more importantly the proprietary technology of and integrated bottle opener built into the sandal. It’s defiantly put the “fun” in “functional” After more than a decade of market dominance the sales started to flatten. To make up the dipping revenue the Reef product team developed a new addition to the franchise, the more modern and trend-right Fanning Low.
Our job was to was to introduce this new iteration of sandal to the next generation as their sandal of choice by leaning the modern styling and materials and to not forget the beloved features of the original.
APPROACH
The Fanning Sandal has always been a symbol of fun. In this new iteration we tapped team rider Mason Ho, part of the rising generation of pro surfers, to be the center of the party. With the help of the Fanning Low and it’s bottle opener he is successful in getting the party started while in a fun and creative way we make sure sandals features come to life and are center to the situation.
The blockbuster sandal “The Fanning” is a franchise smash hit for Reef Sandals because of the alignment with professional surfer Mick Fanning, but more importantly the proprietary technology of and integrated bottle opener built into the sandal. It’s defiantly put the “fun” in “functional” After more than a decade of market dominance the sales started to flatten. To make up the dipping revenue the Reef product team developed a new addition to the franchise, the more modern and trend-right Fanning Low.
Our job was to was to introduce this new iteration of sandal to the next generation as their sandal of choice by leaning the modern styling and materials and to not forget the beloved features of the original.
APPROACH
The Fanning Sandal has always been a symbol of fun. In this new iteration we tapped team rider Mason Ho, part of the rising generation of pro surfers, to be the center of the party. With the help of the Fanning Low and it’s bottle opener he is successful in getting the party started while in a fun and creative way we make sure sandals features come to life and are center to the situation.
CAMPAIGN LAUNCH
With any launch of a new product it is critical to make the biggest splash possible right from the start. We made our big splash focusing our hero video piece and getting as many eyes on it with multiple broad reach and surf endemic media placements pointing them to our site full of fun and educational content.
DIGITAL EXPERIENCE - REEF.COM
COMMERCIAL 2 - QUICK DRAW
CAMPAIGN SUSTAIN
As we continued our introduction campaign we created new and diverse content to maintain the interest and tip the scale to a purchase. With multiple touch points in mind we created a digital advertising plan with multiple short-form videos, an influencer push, and meme-like content that was not only funny but informational. The product launch was so successful we followed-up with a summer campaign; the pool party. A party atmosphere relatable to a broader inland-bound consumer.
ROLL - Concept Development, Art Direction, Design
CREDITS
Creative Director - Tait Hawes
Director/Camera Opp - Josh Nardo (Tasty Heavy)
Photography - Nick Green
The Discovery
REEF
ROLL - Concept Development, Art Direction, Design
CREDITS
Creative Director - Tait Hawes
Animation - Molly Dickson
The Fanning Pack
REEF - APRIL FOOLS CAMPAIGN
To combat the internet haters, on April Fools Day we (fake) introduced the FANNING PACK. The day when brands get permission to poke fun at themselves. Being the only company that has a sandal that can open a bottle, we get a lot of comments concerning the possiblity of self-contaminating yourself with unknown germs. This video and social campaign was our chance to have fun with our audience and to just have fun in general.
ROLL - Concept Development, Art Direction, Design
CREDITS
Creative Director - Tait Hawes
Fanning Pack Designer - Seth Neville
Video - Parker Schmidt
Talent - Johnny Hall
CHRIS SCHINDLER, San Diego, Ca