When you have a fan base that is willing to swim with sharks or longboard in Hawaii, it’s probably a good idea to encourage them to turn a camera on and document it. We knew that. Roxy knew that. So that’s what we did. We asked Roxy girls around the world to dare themselves daily. Submit your Instagrams, youtube videos, etc, and show us you’re a Roxy girl. The results were awesome. The combination of decent consumer shooting technology and third party effects like Instagram made the campaign visually stunning. So much so that all of the videos we made and images used on the site were more than likely user submitted.