more book than magazine
Stag Media provided marketing strategy, social media strategy, photography, and video for The Surfer’s Journal, a legacy surf publication known for its uncompromising editorial quality. Over a year-long engagement, we led marketing content creation and campaign execution, producing hundreds of photo and video assets for social, email, and paid advertising. Our work included ideating and capturing the majority of marketing visuals, managing special campaigns, and producing high-performing ads that achieved an 8x ROAS on social. The Surfer’s Journal is a brand built on visual storytelling, and our role was to extend that standard into its marketing with authenticity, restraint, and craft.
157 pages of pure surf storytelling
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True visual storytelling
As The Surfer’s Journal works with a network of the best photographers and filmmakers in surf from around the world, we expected the same level of quality in the marketing content we created and produced. We shot regularly with leading people in surf to capture them authentically with TSJ products.
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Forward momentum
The Surfer’s Journal has a strong and dedicated subscriber base unlike anything we had seen before, but as it’s in a very niche space we had to get creative with how exactly it could grow.
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The Basics line
We proudly reimagined The Surfer’s Journal clothing line. Rather than doing seasonal drops, we decided to perfect the brand’s ‘Basic Line’ and produced a few Ts, crews, hoodies, hats, beanies, and other items that the brand could be truly proud of. These items were expertly designed and sourced either overseas or from larger manufacturers stateside for maximum profits.
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The Collectors Series
Worked with the talented photographer Will Adler and TSJ Art Director Jim Newitt to produce and bring The Collectors Series to life. 10 different icon in surf photographed along with their TSJ collections. These images will be used throughout 2024 across all marketing channels. The vision for this campaign was authentic imagery and storytelling to stand above the typical marketing noise.
