Foster Care Kids Experience Beach For The 1st Time In HAYMAKER Campaign For Reef
L.A.-based creative agency HAYMAKER has launched “First Beach,” a campaign for beach footwear and apparel company Reef that includes a docu-short featuring non-profit organization Urban Surf 4 Kids that takes viewers behind-the-scenes and features the raw emotions of 10 children living within the foster care system as they experience the beach for the first time.
“Many of us take the beach for granted,” said Matt Johnson, founder and chief strategy officer at HAYMAKER. “We forget how powerful and transformative that experience can be. With ‘First Beach’ we’ve been able to share that experience and capture some of the beach’s magic.”
“'Beach Freely' (the Reef mantra) is about helping everyone experience the power of the beach,” added Jay Kamath, founder and chief creative officer of HAYMAKER. “Each foster kid has overcome so much. We feel honored to help these individuals experience the beach in their own way, and give them inspiration for what else is possible in their lives.”
Tyler Haft directed this “First Beach” docu short.
Urban Surf 4 Kids is an outreach organization that works to empower foster and at-risk youth through surf therapy and community service based mentoring programs. Using water sports as a catalyst, Urban Surf 4 Kids teaches kids how to first have fun, and then give back to their communities and neighborhoods through local service projects.
Client Reef Mike Matey, VP of marketing; Tait Hawes, creative director; Jen Wilson, marketing director; Shea Perkins, marketing manager. Agency HAYMAKER Jay Kamath, founder, chief creative officer; Matt Johnson, founder, chief strategy officer; Paige DePaepe, jr. designer; Cameron Kokes, jr. writer. Production Tyler Haft, director/cinematographer; Brendan Calder, cinematographer. Editorial Jarod Tabor, editor. Music J.R. Narrows