Surf's up for our third year in a row of creating a new marketing campaign for Surfside, that “other” alluring oceanside South Florida town located just north of Miami Beach!
Surf's up for our third year in a row of creating a new marketing campaign for Surfside, that “other” alluring oceanside South Florida town located just north of Miami Beach!
It’s a wonderful evolution from our first two – “Simply Surfside” and “Uptown Beachtown” – that continues to highlight Surfside as a destination that is “Fit for Families and Fabulous for Everyone.”
Shooting From Above & Below
From concept (storyboards) to implementation (a 12 hour shoot that included underwater and aerial photography) we captured four main locations and seven different scenes: Beach Fitness (both casual and dressed up), Beach Fun & Frolicking, Beach Picnics, Family Bike Path Time, Family Time at the Community Center, and Tennis.
Our thinking was that the market was flooded with beach related imagery, and we wanted to include that but expand the fitness and outdoor themes. We created images that were unique and dynamic — not only from a concept angle, but down to all the details too. Clothes, colors, towels, bikes – the devil was in the details. We wanted to showcase themes of family, fun and wellness while featuring Surfside’s beautiful natural surroundings.
It’s All About Community
The Community Center serves as a backdrop for an array of fun family activities: splashing in the kids play area, floating in the pool and a moment of underwater zen. In another scene, our “family” plays tennis at Surfside’s landmark tennis center. On the beach, the same group stretches in matching attire, rides bikes on the beach path, plays paddle ball in the sand and then caps it all off with a late afternoon picnic.
The campaign also reminds visitors that while Surfside continues to grow in popularity as a family-friendly destination, it is also a fantastic destination for adult couples. Surfside has a lot to offer for those looking for a romantic getaway, like the intimacy of a beach walk or a night at The Four Seasons.
Cockatoo Too
A special shout-out to the beautiful cockatoo Pancha, who was an absolute delight to have on our set!
