Fred & Farid LA Redefines "Cute" For ROXY, Women Athletes


Robert Goldrich
Wednesday, Jun. 16, 2021


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As surfing becomes an Olympic sport for the first time in history, women’s surf and snow performance wear brand ROXY is reimagining a word that has previously placed female athletes in a box called CUTE. 

“Welcome To The New Cute” from agency Fred & Farid Los Angeles encompasses nine brand films that take long-held perceptions of cute, and blows them wide open. Narrated by 2x Longboard World Champion Kelia Moniz, this longform film begins with footage of female, ROXY board athletes being the traditional kind of “cute”--sweet, smiley and girly--and quickly juxtaposes it.   

A snowboarder drops hundreds of feet down the face of a snowy mountain; a surfer rides a wave weighing 400 tons. “This is cute, too,” says Moniz in the voiceover. 

Winning a world title--cute. Wiping out on a 30-foot barrel--cute. Losing a tooth for the sport--cuteeee!

With appearances from the likes of 4x Surfing World Champion Lisa Andersen and Olympic Gold Medalists Chloe Kim and Torah Bright, the VO guides viewers through jaw-dropping clip after jaw-dropping clip, expanding what it means to be cute, and presenting the “new cute.” A fresh, badass, “upside down” interpretation of the term.

But badassery aside, sweetness is still A-OK. As Moniz narrates, “Cute is more than one thing, because we are more than one thing.” 


Client ROXY Danielle Mckenzie, global marketing director; Shauna Freese, global consumer activations director; Clement Decaux, marketing coordinator. Agency Fred & Farid Los Angeles Chelsea Steiger, creative director; Hilary Smith, writer; Laura Beck, Jocelyn Lam, Bridget Callahan, art directors; Amanda Van Caneghem, exec producer; Andy Caramanzana, producer. Production Ways & Means Lana Kim, Jett Steiger, exec producers; Tamara Treu, post producer; Emilie Aubry, editor. Music Ali Helnwein, composer.

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