ROLES: Creative Direction, Art Direction, Graphic Design, Web Design, Visual Merchandising
On a warm Californian day in the year 1990 the Roxy Brand was born. Fashion was finally forged with surfing. It was a new dawn, which set free a new wave of female spirit that would spread to every coastline of the world. And it came to California - home to Hollywood, San Francisco, LA, home to surf, style and the unique spirit that is born from both. Home to Roxy. With California we go back to the birthplace and once again share our spirit with the world. There is no place like home, if your home happens to be California.
Justin worked on the ‘Home is where the heart is’ campaign from the beginning, creating the idea and seeing it through ‘creatively’ to the consumer based competition. Using the Roxy retail accounts the promotion showcased holiday locations in California that inspired Roxy’s collection and the different types of holidays one could enjoy in California. Teamed with California tourism the campaign proved to be a huge success running for a total of 5 months and featuring 5 different Californian locations.
Justin created all creative assets for the campaign including visual merchandising and window display art direction, marketing guide and competition assets design and artwork (post cards, entry boxes, brochures, posters, counter cards, staff T-shirts, gondolas, website, facebook page)
The campaign came runner up for ladies marketing campaign of the year 2012 at the Australian Surf Industry Awards.
