Lex Weinstein

Creative Director

2013 – Present

In 2013, I established a business to provide content creation, marketing, graphic design, and other creative services for global brands.

I led creative talent to produce dynamic surf, fashion, sustainability and adventure content, employing a story-driven approach to enhance audience engagement.

Some of my contributions include:

➥ Built a broad portfolio of high-profile clients, including Corona, Alaska Airlines, and Billabong, Free People, Teva, World Surf League, Outside Magazine, The Surfer’s Journal, Surfline, JuneShine, Jungmaven, Bing Surfboards and more.

➥ Established a large social media presence, garnering 50K+ followers.

➥ Developed marketing assets with a focus on environmental activism and cultural education.

➥ Authored engaging articles on a range of subjects including surfing, sustainability, and conscious travel.

➥ Served as Sponsored Athlete for Billabong, representing the company’s first eco-friendly collection, “Hello Tomorrow,” and co-directing the campaign. Implemented activations around the collection and hosted DE&I panels, eco-empowerment workshops, and 2 sustainability summits with 30 staff and 30 professional athletes.

➥ Produced campaigns representing diverse female athletes on the global stage (including women of a variety of backgrounds and body types).

➥ Led the production of seasonal marketing campaigns, connecting Billabong’s brand story with environmental initiatives to demonstrate the brand’s commitment to environmental sustainability.

➥ Participated in photo/video shoots as a surfer, model, and sustainability ambassador.

➥ Presented “Surf Towns”, a YouTube series for the The World Surf League, celebrating the culture, history, and community leaders of 6 iconic surf locales. Recognized with a producer credit.

➥ Developed, hosted, and facilitated “Surf and Give Back” retreats, creative workshops, and group nature therapy initiatives over 20 years.

Founder

2020 – Present

In 2020, I established a nonprofit organization spearheading efforts to promote nature therapy through earth stewardship, ensure food security, and implement community building initiatives.

I manage all day-to-day operations, from brand building and marketing through financial management, budgeting, fundraising, grant writing, recruitment, event coordination, graphic design, and program management and development.

Some of my key contributions include:

➥ Developed marketing collateral, fundraising invitations, impact reports, event flyers, and the main website to elevate brand visibility.

➥ Built a growing community of 250 volunteers, hosting 85+ surf and garden volunteer events including 8 Native Habitat Restoration events and 4 events on Native American reservations.

➥ Developed community-focused programs; created program activities, secured funding, managed program budgets, and conducted impact assessments.

➥ Provided nature education and therapy for 250+ surfers and volunteers.

➥ Managed the group communication platform, e-mail list, and social media pages to drive event attendance and build brand awareness, growing Instagram followers to 8K.

➥ Conducted research to identify optimal funding opportunities and author grants; secured multiple grants for land restoration events.

➥ Established a community-run, regenerative tiny farm to sustainably grow 2K+ lbs of food, donating to 120+ families and inspiring the residential development of Fox Point Farms.

➥ Partnered with the World Surf League, collaborating on 4 Native Habitat Restoration projects.

➥ Coordinated the “Land Back” initiative encouraging historical community engagement supporting the return of 1.4 acres of coastal property to Indigenous communities.

➥ Organized the petition for the “Land Back” Campaign, securing 1.5K+ signatures and facilitating the largest turnout in the Encinitas City Council’s history.

Bachelor of Arts - BA

2009

Skills: Graphic Design

Billabong x Nordstrom "Sea Through Me" Campaign

Eco capsule collection campaign shot on location in partnership with eco-resort Playa Viva in Guerrero, Mexico, featuring a cast of all Latinx surfers in celebration of the newest addition to the Billabong surf team, Mexican-American surfer and environmentalist, Maya Harrison.

Creative Direction / Production / Talent: Lex Weinstein Photography: Sarah Lee

Corona "This is Living" Campaign

Three surfers. One rugged, coastal, roadtrip through South America. “This is Living” is a social media campaign that pours plenty of off-road mischief for the wild at heart who are thirsty for adventure.

Art Direction / Production / Talent: Lex Weinstein Photography: Woody Gooch

Teva "Field Notes" Campaign

“Field Notes” is a social media campaign curated by Lex as an ambassador of the Teva Explorer’s Collective. Five friends set out on a mission to discover the best waves, food, yoga, and ways to get around the beautiful “Tear Drop of India,” once known as Ceylon, or now, Sri Lanka.

Photo Direction / Producer / Talent: Lex Weinstein Photography: Woody Gooch

Jungmaven "Tradewinds" Campaign

Sustainable fashion campaign featuring hemp apparel brand, Jungmaven, with a theme of poetry in motion and the power of sisterhood.

Creative Direction / Production / Talent: Lex Weinstein Photography: Sarah Lee

Reef "De Passage" Campaign

Where Lex’s career took off! After winning a Reef Stylist social media contest, Lex was flown to Tahiti to work her first international marketing campaign alongside a slew of talented creatives, surfers, and producers to put together this iconic film and photo series. De Passage is the rough french translation of Just Passing Through, the title of Reef's long running global campaign.