What happens when a towboat brand known for making the best boats for action sports goes luxe? Well, you expand your horizons with the MasterCraft X26.

After years as the agency of record for MasterCraft, we had established them firmly in the sweet spot: where capability meets quality and the fun feels endless.

But MasterCraft was thinking big—in all senses. Their next boat was huge at 26 feet. It meant it could go further, be out on the water longer—and most essentially make bigger surf waves and wakes than ever before. They also went big on luxury. We worked with them to make this feel like a Cadillac on the water at every touchpoint.

To serve it up to the public, we rethought our approach at every touchpoint as well. From photography style to language, even paper stock and banner ad placement—all of it was meticulously created to paint a picture of high-quality good times. This boat was designed to be something else and we made sure everyone knew it.