The Let Her Rip campaign is MasterCraft’s nationwide movement to empower women in boating and watersports—inviting them to build confidence, push past comfort zones, and discover the joy of life on the water. The initiative combines on-water clinics, female-led instruction, and a vibrant community presence to inspire women of all ages and skill levels. It’s an invitation for women and girls everywhere to take control, try something new, and thrive in a judgment-free zone.
The video below is the 2025 campaign announcement—a piece I conceptualized and creatively directed from start to finish. I defined the visual approach, ensuring the energy, pacing, and attitude embodied the bold, unapologetic
spirit of the movement.