Paddle Diva is in the business of empowering women through the sport of Stand Up Paddling, or SUP, with fitness and lifestyle programs that make them feel great, both inside and out. Our message to women is centered on committing to goals and celebrating one’s accomplishments, always highlighting what can be achieved when a woman puts her mind to it.
One of the hidden assets we had to work with was that Fashion Photographer extraordinaire, Michael Williams, had taken many terrific photos of the women of paddle Diva that had been under-used. After 20 years in advertising, on thing we know is the single most impactful thing a brand can do to improve their look across platforms is to use spectacular imagery. So with this in mind, The Bureau of Small Projects made the mantra of the brand: “Image First”.