Home Advertisement The Creative Director of Biggest Ad Ever Reveals Secret to Success: “Know the rules about what we weren’t allowed to suggest in a beer ad – no sports, bravado, success or prowess – it was like a fun game to try to fold all of them! “

The Creative Director of Biggest Ad Ever Reveals Secret to Success: “Know the rules about what we weren’t allowed to suggest in a beer ad – no sports, bravado, success or prowess – it was like a fun game to try to fold all of them! “

0


A surf brand inspired by WSL’s Future Surf Classic.

If you knew Joey Frizzelle like I know Joey Frizzelle, why, you would like it to pieces too.

Joe has been at Volcom for fourteen years, through the vouchers, through the big float, and before getting the joint was bought out by the French luxury group Kering, owners of Gucci, Saint Laurent and Bottega Veneta and finally, Authentic Group, the makers of Juicy Couture’s exceptional velor tracksuits (a personal favorite.)

“It changed a lot during that time,” says Joe, who was Volcom’s surf trunk designer.

His little bulb moment for a pool-centric brand came when he watched the Future Classic at the Surf Ranch in 2017, the second major wave pool event in the world, a contest where spectators were excluded.

“No one could see what was going on, it was so exclusive, so elitist and all of a sudden everyone had a comment about it, the death of surfing and so on. Everyone had an opinion on this.

Joe said to a friend, “You know what’s so funny, somebody’s gonna have a wave pool brand and it’ll be called Country Club Surf Club or something like that.

Bing.

Joe went out and got the Instagram account, bought the estate, he yelled from his Volcom cabin, “Can someone make a logo?”

By the time the afternoon turned into a party, he had a logo, a website, posted photos on Instagram, and made fun of a full line of hats and t-shirts.

“It was epic,” he says. “We tagged BeachGrit and Chas came back and said how much he loved her.

Joe Frizz at the pool in a CC t-shirt.

He had to keep it a secret, however, at least the part where he was in low-level collusion with BeachGrit.

“The management was not too BeachGrit and here I send stuff to Chas.

The brand started out as a parody but Joe is anything but anti-tub. He hits the Waco Pool when he can and even spent his money on Austin’s old tank before it was bought out by KSWaveCo, demolished and scrapped.

“Austin’s pool was tough, it was horrible. It was like the wrong San Onofre, ”says Joe.

Yet even in Austin, “we had a really fun day. Wave pools are so crazy, they are sick, that’s what we dreamed of when we were kids. You have Travis Ferré says they are the worst thing ever, never do it, everyone goes their separate ways, back and forth. But when you go, everyone turns, nobody gets carried away, everyone is thrilled. Better than sitting at 56th Street and fighting all the groms all day for waves of shit. At BSR, it’s a very good three-footer. You are with your friends screaming and screaming and you are not thinking, ah, the wind just picked up, the tide is not good.

Instead of a professional team, Joe has a Bro Team, which includes the aforementioned Chas Smith. There is no huge barrier to entry.

Brother’s team uniform.

“Everyone is part of the Bro Team,” he says. “If you want to apply, go ahead. When you show up to a swimming pool swinging a Country Club Shirt, you know, you are part of the club.

The Country Club Surf Club is not even close to being autonomous, Joe treated himself to another gig to pay the bills, but the dream is to get enough buzz around it, bond with the guys at the pools and get a discount on the sessions so he can take her five-year-old twin shredders on her Chines adventures without melting her card.

In the meantime, “It’s a fun spin on what’s going on in basic surfing,” says Joe. “It allows me to remain independent. “