Sister Collection by Summerjax

Agency: Summerjax
Date: May 2019
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To launch the Roxy x Sister collection, Roxy and LA production agency Summerjax created an unstudied portrait of female friendship.

Roxy was inspired by the bond between two women: Roxy surfer Kelia Moniz and international model Hailey Bieber. Kelia, whose endearing nickname is “Sister,” is a two-time world longboard champion and Hailey’s best friend.

For the shoot on Kelia’s native Oahu, Summerjax partnered with New York-based artist Joe Termini, Kelia’s husband and a close friend of Hailey’s. The production team’s focus was on creating natural and connected imagery, as if they were sharing a peek into the pair’s weekend away. In the final edit, natural sound dominates to further the reality of the scenes, backed by what could very well be a jazz LP spinning in the living room.


Brand: Roxy

Creative Direction: Todd Saunders

Production: Summerjax

DP: Dave Homcy

Editor: Charles Meny

Photographer: Joe Termini

Talent: Hailey Beiber & Kelia Moniz

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Added 18 October 2019
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