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ASIA-PACIFIC – NOVEMBER 23, 2011: R/GA Singapore announces its appointment by the iconic global surf-wear brand, Rip Curl, to craft a new digital experience that introduces its latest range of Mirage board shorts at www.ripcurl.com.au/mirage. In addition to showcasing the new Mirage range, the new digital platform also provides an insight into the social activity of Rip Curl´s team riders and plays host to its latest "TimeSlice" video, on this occasion being shot for the first time ever in open water.
"We wanted to give users a genuinely rich digital experience for our new range of Mirage board shorts, more so than we´ve ever done before, which is why we selected R/GA as our partner for this project" said Dane Sharp, International Media Manager Rip Curl. "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."
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At the heart of the experience, R/GA Singapore has created a parallel story between the video and the new Mirage board shorts range. Fusing technology with design, the service allows users to interact with specific Rip Curl riders through their Facebook and Twitter feeds. Visitors can also learn more about the innovations in design and development that make the Mirage board shorts 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."
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