3. Roxy
The New Cute
Winning a world title is cute. Wiping out on a 30-foot barrel is cute.
![](https://freight.cargo.site/t/original/i/8aa5432bcdc3e0ebf2dcc67b56a5b7e70f7558a566f7be38d6df1fce7761df65/ROXY_CUTE_KV_FITNESS_40x27.jpg)
![](https://freight.cargo.site/t/original/i/b121bda5f8873e15ce9516a5bc60cecaeea71ee31b7b457249b4038d96631eb1/ROXY_CUTE_SURF_40x27.jpg)
![](https://freight.cargo.site/t/original/i/be28917a0204916483a42232f266eab8b546013a470868f41b5efff869d5452e/ROXY_CUTE_KV_SNOW_40x27.jpg)
O.M.G.
In our second installment of the “Welcome to the New Cute” platform, we create the “O.M.G” campaign. Showcasing the awe-inspiring, increible feats of the Roxy athletes.
![](https://freight.cargo.site/t/original/i/a72c7e407c11fcca410829554ee4eda44744c700183a35d43f83220572078738/ROXY_OMG_SIMPLE-PAGE_02-1.jpg)
![](https://freight.cargo.site/t/original/i/cdab831cfeffae4673dcd9ffe23e0a40aa3769d42439da7691dc7237202edba4/Screenshot-2023-06-29-at-11.36.49-PM.png)
![](https://freight.cargo.site/t/original/i/1447422d882441aa059b24394f0d6b2271de93a7c7f388a5ff2e4114d659365c/Screenshot-2023-06-29-at-11.36.25-PM.png)
![](https://freight.cargo.site/t/original/i/b0ef4b891da5b73d027fc076bc82ed21f5fc4cf5226850d8aabde9d0f428bd1e/ROXY_OMG_PRESS_SOCIAL_MALIA.gif)
![](https://freight.cargo.site/t/original/i/d57262c3404e7a572db1ceff423d7b0fbe8896299dcbeb8650ad92eb6379ac66/ROXY_OMG_PRESS_SOCIAL_SQUARE_VAHINE.gif)
AGENCY: FRED & FARID Los Angeles
CREATIVE DIRECTOR: Chelsea Steiger
WRITER: Hilary Smith
ART DIRECTOR: Laura Beck
ART DIRECTOR: Jocelyn Lam
ART DIRECTOR: Bridget Callahan
CREATIVE DIRECTOR: Chelsea Steiger
WRITER: Hilary Smith
ART DIRECTOR: Laura Beck
ART DIRECTOR: Jocelyn Lam
ART DIRECTOR: Bridget Callahan
BUSINESS DIRECTOR: Nathan Smith
ACCOUNT SUPERVISOR: Mariam Salcido
EXECUTIVE PRODUCER: Amanda Van Caneghem
PRODUCER: Andy Caramanzana
PRODUCTION: Ways & Means
ACCOUNT SUPERVISOR: Mariam Salcido
EXECUTIVE PRODUCER: Amanda Van Caneghem
PRODUCER: Andy Caramanzana
PRODUCTION: Ways & Means
EXECUTIVE PRODUCERS: Lana Kim, Jett Steiger
POST-PRODUCER: Tamara Treu
EDITOR: Emilie Aubry
COMPOSER: Ali Helnwein
POST-PRODUCER: Tamara Treu
EDITOR: Emilie Aubry
COMPOSER: Ali Helnwein