ROXY x Sister Collection

May 2019


To launch the ROXY x Sister collection, ROXY and L.A. production agency Summerjax created an unstudied portrait of female friendship.

ROXY was inspired by the bond between two women: ROXY surfer Kelia Moniz and international model Hailey Bieber. Kelia, whose endearing nickname is “Sister,” is a two-time world longboard champion and Hailey’s best friend.

For the shoot on Kelia’s native Oahu, Summerjax partnered with New York-based artist Joe Termini, Kelia’s husband and a close friend of Hailey’s. The production team’s focus was on creating natural and connected imagery, as if they were sharing a peek into the pair’s weekend away. In the final edit, natural sound dominates to further the reality of the scenes, backed by what could very well be a jazz LP spinning in the living room.

Creative Direction: Todd Saunders
Production: Summerjax
DP: Dave Homcy
Editor: Charles Meny
Photographer: Joe Termini
Talent: Hailey Beiber, Kelia Moniz
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