Having design roots in the action sports market, we’ve often been asked over the years to execute cool creative to lead a sports companies marketing charge. When Surf Expo approached us with this challenge, being they are the largest action sport trade show in the world, it came with an extra mantra. That whatever we came up with must appeal to the Surf, Skate, Snow, SUP, Resort, Boutique, Souvenir, Swim and Dive industries. First thought was yikes, but we proceeded to knock it out of the park for nearly 10 years. SDA combined print, film, social media, web and direct mail to appeal to everybody all the time. Bet you heard that couldn’t be done… wrong.