Relaunch a 1960s cultural icon into the consciousness
of a new generation of surfing enthusiasts.

Challenge:

Relaunch an iconic 1960s brand to create demand for a high-end 50th Anniversary Book and Box Set on a limited budget with no existing social media following or email list. 

While the client had been working on creating this masterpiece for over four years, they were starting from scratch without a website, social audience, email list or any awareness. The Bruce Brown Films website also had minimal presence after years of neglect.

Without a marketing team in place, The Endless Summer Book team tasked me with quickly building a launch plan to hit the holiday market hard in only four months, as well as recruiting and managing the integrated team that would execute it. 

I always face curveballs in our business, and I welcome the challenge to roll with the twists that come our way. As I approached our holiday deadline, I was informed that production delays would push the product availability back to January. Then Febr…April. In late April we finally got the books from the printer. Halfway through the marketing initiative I had to completely change our strategy, timing, and approach to support an April launch. 

Solution:

The Endless Summer Book launch is an example of my ability to lead an integrated team combining both data and creative. I assembled an all-star team of marketers with surfing expertise. For some of them, it was a dream come true to work on this iconic brand, and it showed up in the quality of the work. 

AUDIENCE ANALYSIS

Using data clusters and affinity scoring of our target’s collective social media profiles, I found the organizations, news media, celebrities and interests that resonated with them the most.

In addition, I was able to zero in on the exact locations these wealthy surfing fans lived in Southern California for more precise targeting of our media efforts. 

RECRUITMENT

I recruited an all star team of talent with previous experience or immersion in the surfing world including a top graphic designer, and a public relations expert. 

SOCIAL MEDIA

I led the social media team in new social properties from scratch, quickly building a fanbase and engaging the audience with nostalgic posts about The Endless Summer to prime them for the upcoming book launch. 

 

 

E-COMMERCE

I collaborated with a top designer in the surfing space to create a website that would resonate and convert with a design-savvy, sophisticated audience. 

VIDEO PRODUCTION

Oversaw the video production  team, who worked with The Endless Summer books crew to create two high-quality videos showing off the gorgeous book, as well as a peek behind the scenes. 

PUBLIC RELATIONS AND PARTNERSHIP DEVELOPMENT

Our PR team landed press in major publications, and secured partnerships with brands such as Red Bull and Surfer’s World Magazine. 

EVENT PRODUCTION

Our team helped build a memorable launch party in Huntington Beach, California packed with surfing legends. It turned out to be quite the sendoff for Endless Summer director Bruce Brown who sadly passed away a few months later.  

LAUNCH VIDEO CREATIVE DIRECTION & PRODUCTION​

 

BEHIND THE SCENES VIDEO — THE MAKING OF THE ENDLESS SUMMER BOOK & BOX SET​

WEBSITE AND E-COMMERCE DEVELOPMENT​

PUBLIC RELATIONS AND PARTNERSHIP DEVELOPMENT​

EVENT PLANNING & PRODUCTION