Perfectly coiffed waves, windblown sails, and starch white models were the visuals Nautica had relied on for much of its existence. With the release of the brand’s new cologne, Blue Ambition, we had the opportunity to help change the status quo from focusing on traditional models to focusing on role models.
We chose Mikey February, an up and coming professional surfer from South Africa (and the first black African to qualify for the World Tour), as the face of the campaign. What followed was a search for the perfect wave, not on the (very) expected yacht in the (very) expected Caribbean, but on a fisherman’s dinghy off the coast of a rural, Mexican village. Ultimately, we gave a cologne a purpose and not just a fragrance. Blue Ambition was meant to Change the Tide.