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Like many companies in 2008, established footwear powerhouse REEF was looking for a refresh. It was losing market share and seeing smaller competitors thrive in a struggling market. In order to show the market something new, the most effective asset Libre had to leverage for REEF was photography. High-end product photography, combined with visually interesting studio lifestyle photography, helped create an ad campaign that took REEF in a direction it had not gone before. The campaign was very successful and lead to regained market share and several seasons of creative campaigns. REEF has always enjoyed premium ad placement in surf and other action sports magazines and it was a pleasure to see our campaigns executed on this stage. REEF’s 25-year heritage in surf and their legendary status within the market meant that our campaign’s impact was tangible and extremely satisfying.



Art Direction, Print, Advertising