ALIVE IN CALIFORNIA

A Nixon challenge to those with the creative mindset

Coming from California, Nixon has excelled with an action sports audience. The next challenge is to reach to a broader lifestyle audience. People that are wired like S/S/S but don’t necessarily Surf, Skate or Snowboard. We called them the “Never Trapped”. What are we going to tell them that feels authentic to their life and true to Nixon soul? We challenged them to be Alive In California.

manifesto film

MAKE THE LITTLE SHIT BETTER

Attention to detail is one of Nixon’s mantras. So our product photography should reflect that. We wanted to show every single little detail of these products. We wanted to make them feel like icons. Clean, minimal images which possess an air of graphic simplicity coupled with visual sophistication.

colors

Our color palette comes directly from California’s first commodities: Oil, Gold and Silver.

TYPOGRAPHY

We chose a handmade type approach. Paint, canvas and a handwriting that feels like it was done right before someone went out to face a challenge.

PRINT campaign

CREATIVE CREDITS

Executive Creative Director: Brent Anderson
Creative Director: Mark Peters, Doug Menezes
Art Directors: Matt Paterno, Thiago Gutierrez, Tiffany Lam
Copywriter: Scott Reedy, Parker Adame