“The beach for many is an emotional and spiritual experience.  While some go to seek peace and relaxation, others come for excitement and adventure.  But regardless of why they came to the beach, the link between their experiences is freedom – a combination of joy, community, and connection that provides balance from the pressure and stress of life.”

Taking the key insight of Reef’s new brand positioning, Starch was tasked with creating a disruptive experience at Surf Expo, targeted towards core surf industry customers, competitors, and media.  Ultimately, the end goal was to get people talking about the new energy at Reef, and uniting the world as one beach.  In order to do that, we decided to bring “the beach” to the consumers, in the form of a pretty awesome ball pit, complete with lifeguard towers, surfboards, beach chairs, and cabana inspired bar.