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SELECTED WORK
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CASE STUDY 11 OF 12
CULTURE
BRIDGING
WITH
CLARITY
REEF CANADA ยท EXPERIENTIAL EVENTS, BRAND CAMPAIGNS
Reef Canada
Surf & lifestyle
Campaign concept & direction, video production, brand partnerships, surf ambassadors, activations
Spring & Fall 2018 ยท shot in Tofino, BC
CLIENT
FIELD
SCOPE
CAMPAIGNS
LIVE SITE
AN AMERICAN SURF BRAND
FINDING ITS CANADIAN VOICEReef, a leading surf and lifestyle brand, brought me in to grow its presence in Canada. Not by translating an American story, but by telling a Canadian one: through Canadian waves, Canadian partners and Canadian surfers.
๐ก HOW DO
YOU BEACH? ๐ก
CAMPAIGNS
PARTNERSHIPS
AMBASSADORS
ACTIVATIONS
01
02
03
04
THE
WORK
01 ยท THE CAMPAIGNS
I conceptualized, directed and produced Reefโs Spring and Fall 2018 campaigns, both shot in Tofino, BC, where Canadaโs cold-water surf culture lives. Each shoot captured the brand through a distinctly Canadian lens.
02 ยท THE COMMUNITY
Alongside the campaigns, I managed Reefโs brand growth across Canada: building collaborations with Canadian brands like Ouisurf and GoVan, managing the surf ambassador program, and bringing the brand to life through in-person activations. I also wrote How do you beach?, a blog series on how Canadians live the surf lifestyle.
MY ROLE
01. Concept, direction & production
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02. Campaign shoots in Tofino, BC
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03. Brand growth & development in Canada
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04. Canadian brand collaborations: Ouisurf, GoVan
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05. Surf ambassador management
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06. In-person activations & events
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GABBY MATHER
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02
03
04
COLD WATER
WARM
WELCOME ๐ก
โGlobal brands need soul, too. I help them find their voice and build systems that let it sing.โ
โ GABBY MATHER
WHAT EMERGEDReef Canada found its own voice in the Canadian surf community, carried by local waves, local partners and the surfers who live there.