My focus: Campaign Manifesto and Tagline, Product Category Headlines
Client: Roxy

Sometimes you write a headline for a product category and that line ends up being the tagline for the whole damn campaign. And when that happens, it’s pretty awesome. The Client felt that “Beach You To It” struck the just-right balance between Roxy’s surf heritage and the undeniable tomboy confidence and wild-at-heart sexiness of the Roxy girl. This campaign unfolded from late winter into early summer; appearing online and in social media, in print and at retail.