Reef Footwear Holiday Campaign
Art Direction, Branding, Design, Social
As Senior Art Director, I concepted and led the creative development for a 360° seasonal campaign for Reef, bringing the spirit of surf, nature, and easygoing adventure to life across digital platforms. I directed photo shoots, providing location and styling guidance, and created a full suite of campaign assets — including illustration, design, and art direction — for use across Reef’s social media, website, and digital advertising. The work captures Reef’s laid-back optimism while introducing a bold, modern visual language for a new generation of customers.
Holiday in Hossegor France
This winter campaign for Reef featured two of the brand’s prominent athletes, capturing a day-in-the-life glimpse into their worlds as both athletes and creatives. The tone was intentionally soft, calming, and personal, designed to reflect their individual personalities and bring a more human, relatable energy to the brand. The campaign ran across Reef’s social channels, website, banner ads, and was a key part of their seasonal gift guide.
Holiday Extended Campaign
The holiday campaign’s visual system was extended into Reef’s winter and spring campaigns, maintaining consistency across seasons. Set against a Southern California backdrop, the work continued the calm, cozy tone established during the holidays, reinforcing a warm and approachable brand voice through the seasonal transition.
