Overview

REEF aimed to relaunch its brand for a new generation, capturing fun, freedom, and beach lifestyle through a global campaign.

Challenge: Manage and produce a large-scale, multi-channel campaign that honored REEF’s heritage while delivering fresh, authentic storytelling worldwide.

I led the project from concept through launch, ensuring seamless execution and creative excellence across all deliverables.

Concept & Development
• Owned end-to-end project and production management from kickoff through launch
• Managed casting, location scouting, logistics, permits, and vendors for multi-day shoots in Hawaii and Encinitas, CA
• Coordinated schedules, budgets, and stakeholder approvals to maintain creative integrity
• Collaborated with brand leadership to balance REEF’s heritage with fresh, audience-relevant appeal

Execution
• Oversaw production phases, on-location management, and vendor coordination
• Delivered a full asset library: hero TV commercial, campaign videos, photography, and integrated content
• Managed stakeholder communications and approvals for brand consistency

Impact
• Achieved 30% uplift in social engagement versus prior campaigns
• Supported 15% sales growth in key markets
• Streamlined workflows, reducing asset turnaround by 20%