Changing a tagline is no easy feat. So when Sanuk Footwear wanted to change their tagline, “Smile…Pass it On!”, we had to go back to the drawing board and figure out how best to take this to market.

Never Uncomfortable is a playful exploration of life’s awkward moments, blending humor and relatability to create content that resonates with a wide audience. As Brand Producer, I was responsible for ensuring the creative vision aligned with the brand’s identity, overseeing every step from concept development to final execution.

I collaborated closely with creative teams to maintain the right balance of wit and authenticity, managing production logistics while keeping the messaging consistent and engaging. By focusing on storytelling that felt fresh and approachable, I helped craft a cohesive piece that strengthened the brand’s connection with its audience.

This project resulted in solid brand growth that we continued with this approach the following year with our “Always…Sanuk” campaign. Rinse and repeat amiright?