The New Cute
ROXY
As surfing made it’s debut at the Tokyo 2020 Summer Olympics, we wanted to celebrate ROXY’s decorated surf and snow athletes with a new global campaign: “Welcome to the New Cute”.
With World Champion longboarder Kelia Moniz reading our anthem, we dived into ROXY’s amazing archives, showcasing the many ways in which these athletes challenge and redefine the long-held perceptions of “cute”.
CREDITS
Agency: FRED & FARID
Creative Director: Chelsea Steiger
Art Directors: Jocelyn Lam & Laura Beck
Writer: Hilary Smith
Producer: Andy Caramanzana
Creative Director: Chelsea Steiger
Art Directors: Jocelyn Lam & Laura Beck
Writer: Hilary Smith
Producer: Andy Caramanzana
Production: Ways & Means
Editor: Emilie Aubry
Music: Ali Helnwein
Voiceover: Kelia Moniz
Editor: Emilie Aubry
Music: Ali Helnwein
Voiceover: Kelia Moniz
AWARDS
Clio Awards / Bronze / Moving Image Craft
One Show / Shortlist / Film Craft
One Show / Shortlist / Film Craft