For REEF’s Cyber Week campaign, I led the creative direction with a bold, atmospheric concept designed to make the promotion period feel both elevated and unmistakably REEF. We reimagined the brand’s sunny surf aesthetic with a moody twist—layering stormy sunsets, shady palms, and twilight surf breaks as the foundation for our digital takeover. To amplify the energy and urgency of the sale, we contrasted this darker backdrop with a vibrant neon color palette, playful animations, and dynamic GIFs across the site, email, and paid media. The result was a high-impact, immersive shopping experience that stood out from traditional holiday sales while staying true to REEF’s coastal roots.
Role: Creative Direction & Design
