I grew up surfing on the East Coast of Florida. The waves were bad, but fun was had.

And when R/GA assigned me to the relaunch of the Hurley brand for my very first agency project, I was stoked to share my love and knowledge of the sport.

The work came at the time when Nike formally announced the addition of Hurley to its brand portfolio, and they wanted to celebrate the sense of wonder, curiosity, and envelope-pushing that made the brand so iconic in the world of surfing.

We created a simple tagline, What if?, and enlisted the help of some well-known athletes, charities, and personalities to spread it far and wide, with all traffic driving back to the refreshed Hurley website.

It was a simple and romantic ask, but what else could you want from a surfing brief?