Roxy
Salt Stays
Creative Brief
Company:
Roxy
Product:
Surf & Lifestyle Apparel
Competition:
Billabong, Rip Curl, Volcom
Media:
Out-of-Home
Product/Service & Market Background:
Roxy represents a lifestyle tied to the ocean, surf, and free-spirited living. The brand’s identity is deeply rooted in beach culture, yet its reach extends to girls online who aspire to that same island simplicity. These customers seek not only style but also an emotional connection to a carefree, poetic way of life.
Business/Advertising objective:
To create a campaign placed in beach communities that connects with young women who aspire to the Roxy lifestyle. The goal is to inspire them through uplifting, poetic copy that reflects the island mindset and to position Roxy apparel as the way to own a piece of that lifestyle, both physically and emotionally. This campaign captures that feeling through imagery and copy that resonates with their dreams of escape, simplicity, and self-expression.
