For the launch of MasterCraft's SurfStar system, I conceptualized, planned, directed, and executed theWhat's Your Number?campaign to showcase the system’s advanced wave customization technology. The campaign’s creative strategy was built around the idea of personalizing the surfing experience—empowering riders to choose a wave setting on a scale from 1 to 7. This intuitive system, designed for everyone from beginners to pros, enabled surfers to dial in their ideal wave with precision, making it easy for users to visualize and understand how each number impacts the wave profile.
The execution of the campaign brought this concept to life with clean, engaging visuals that used the wave graphic to clearly communicate how the settings influenced wave characteristics—longer and mellower on one end, steeper and taller on the other. This dynamic approach not only highlighted the cutting-edge technology behind SurfStar but also reinforced MasterCraft’s commitment to enhancing the rider’s experience by putting customization and ease of use front and center.
