The Brief:
To develop a brand content platform that aligns with a chosen brand’s values and speaks directly to its core audience. The outcome should go beyond digital engagement, creating a real-world experience that fosters connection, brand loyalty, and emotional resonance.

The Concept:
Inspired by Roxy’s longstanding commitment to female empowerment, EMPOW-HER is a surf-inspired lifestyle festival designed to bring women together through sport, creativity, and community. The campaign repositions empowerment as a shared experience—moving beyond screens to create a physical space where women can connect, celebrate, and inspire one another.

Campaign Highlights:

• Real-world festival with surf, music, workshops, and wellness

• Immersive print magazine as a storytelling tool, included with a pre-sale ticket and branded tote

• Future opportunity: seasonal extension into snow sports with a winter edition of the festival