R/GA Singapore secures Rip Curl business

In addition to showcasing the new Mirage range, the new digital platform  www.ripcurl.com.au/mirage also provides insight into the social activity of Rip Curl’s team riders and plays host to its latest Time-Slice video, on this occasion being shot for the first time ever in open water with GoPro cameras.

“We wanted to give users a genuinely rich digital experience for our new range of Mirage boardshorts, more so than we’ve ever done before, which is why we selected R/GA as our partner for this project” said Dane Sharp, Rip Curl international media manager. “The new site not only incorporates a technological first for us, but also reinforces our commitment to quality and innovation through the overall look and feel of it.”

At the heart of the experience, R/GA Singapore has created a parallel story between the video and the new Mirage boardshorts range. Fusing technology with design, the service allows users to interact with specific Rip Curl riders through photos and video, as well as their Facebook and Twitter feeds. Visitors can also learn more about the innovations in design and development that make the Mirage boardshorts the most technologically advanced apparel of its kind available today.

“We really wanted to leverage social media when developing the new Mirage platform and also integrate the Rip Curl team riders into its overall design,” said Steve Kalifowitz, group director, R/GA Singapore. “By aligning specific shorts with each rider, we have given visitors to the site a greater connection to the riders, the shorts, the videos and ultimately, the Rip Curl brand.”