This event provided an early preview of the ROXY SURF Denim collection for retailers and buyers. The narrative and visuals highlighted cool-weather surf adventures along a rugged coastline. We utilized images from product shoots and surf team road trips to create most of the event and retail materials. To enhance the camp surf story for our accounts and buyers, we sourced vintage camping gear and arranged it alongside the merchandise. This camping theme continued into the retail executions later that season, including a special takeaway item: a tin coffee cup.
Role: Show Room Design Concept, Light Box, Graphic + Print Production and Overseeing Installation
