Overview

REEF launched its most premium sandal to date — Paipo.

Challenge: Introduce Paipo through a campaign that balanced performance, heritage, and sustainability, resonating with both core surf audiences and style-conscious consumers.

Concept & Development
• Partnered with creative and brand teams to define visual and narrative direction
• Led planning and coordination for studio and lifestyle shoots, voiceover casting, and storytelling strategy
• Ensured the campaign honored Paipo’s craftsmanship and REEF’s core values of design, sustainability, and surf culture

Execution
• Oversaw all production phases, managing timelines, talent, stakeholder feedback, and asset delivery
• Delivered campaign content across REEF.com, paid media, and social channels
• Produced a cinematic product story voiced by Rob Machado and directed by Aaron Lieber, positioning Paipo as REEF’s most elevated sandal release