Rip Curl Design & Branding RIP CURL MIRAGE by R/GA Singapore

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Industry Culture, Leisure & Sport
Media Design & Branding
Market Singapore
Agency R/GA Singapore
Creative Director Mark Kozlowski
Art Director Danny Limanseta
Copywriter Joe Hawkins
Producer Alice Tay
Released November 2011

Credits & Description

Category: Online Digital Design
Advertiser: RIP CIRL
Product/Service: RIP CURL MIRAGE
Agency: R/GA
Agency: R/GA
Producer: Alice Tay (R/GA)
Quality Assurance Engineer: Andrei Brebulet (R/GA)
Operating Systems Developer: Angela Chng (R/GA)
Operating Systems Developer: Arnel Aguinaldo (R/GA)
Art Director: Danny Limanseta (R/GA)
Visual Designer: Dominic Tang (R/GA)
Copywriter: Joe Hawkins (R/GA)
Open Standards Developer: Kien Wai E (R/GA)
Creative Director: Mark Kozlowski (R/GA)
Senior Experience Strategist: Michael Lewis (R/GA)
Senior Technology Director: Ronnie Liew (R/GA)
Media placement: Website - Online - 2 November 2011

Describe the brief from the client
To promote world’s most technically advanced board short - Mirage - Rip Curl came to us to create an equally forward-thinking online experience.

Describe the challenges and key objectives
The main objective was to capture the culture and thrill of surfing.

Describe how you arrived at the final design
The resulting site immerses guests in perfect moments, where all the conditions come together for a fleeting second. We took GoPro camera rigs to the open water and captured the Rip Curl riders catching perfect waves. Time-slice video technology stitched together different angles of the action. After seeing the shorts in and out of the water, guests can purchase a pair of their own.

Give some indication of how successful the outcome was in the market
With the Mirage site, Rip Curl saw a 5x increase in online board short sales from the previous years.