Chelsea Steiger
Director criativo at FRED & FARID Los Angeles
Los Angeles , Estados Unidos
TituloWelcome To The New Cute
Agência
Campanha Welcome To The New Cute
Anunciante Roxy
Marca Roxy
Data da primeira Transmissão/Publicação 2021 / 6
Sector Empresarial Vestuário
Filosofia As surfing becomes an Olympic sport for the first time in history, women’s surf & snow brand ROXY is reimagining a word that has previously placed female athletes in a box. CUTE. The new campaign titled “Welcome To The New Cute,” encompassing nine brand films and print headlines, takes long-held perceptions of “cute”... and blows them wide open. Narrated by 2x Longboard World Champion Kelia Moniz, a longform film begins with footage of female, ROXY board athletes being the traditional kind of “cute” – sweet, smiley and girly – and quickly juxtaposes it. A snowboarder drops hundreds of feet down the face of a snowy mountain; a surfer rides a wave weighing 400 tons. “This is cute, too,” says Kelia in the voiceover. Winning a world title – cute. Wiping out on a 30-foot barrel – cute. Losing a tooth for the sport – cuteeee! With appearances from the likes of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright, the VO guides viewers through jaw-dropping clip after jaw-dropping clip, expanding what it means to be cute, and presenting the “new cute.” A fresh, badass, “upside down” interpretation of the term.
Tipo de Mídia Interatividade
Comprimento
Global Marketing Director
Global Consumer Activations Director
Marketing Coordinator
Director criativo
Redator
Director de arte
Director de arte
Director de arte
Diretor dos Negócios
Supervisor de conta
Produtor executivo
Produtor
Produtora
Produtor executivo
Produtor executivo
Post-production Producer
Editor
Compositor

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