West Marine was seen by many as an undistinguishable big box store that sells boat bumpers and deck wash. Boring, right? Well is Jacques Cousteau boring? Is Jimmy Buffet boring? Is legendary salt water angler Thomas M. Gifford boring? Hell no! We got to the bottom of why people love life on the water and created a headline-driven campaign that celebrates it.

Dani Severson - Design // Boone Rodriguez - Photos