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TEMPE, USA // Advertising, entertainment, sports - all need to engage and muster some sort of emotive reaction from the viewer.

Surf Melendez is leading the way in content creation in the NFL with 20 years of experience in advertising, marketing, and professional sports. He grew up at Crispin Porter + Bogusky during the height of their success and has since been a Creative Director for adidas North America, Miami Dolphins, and Tennessee Titans.

While at CP+B and V&S, Surf worked on Nike, Coke Zero, Volkswagen, Microsoft, Burger King, Best Buy, Miller Lite, Sprite, AMEX, Buell, Harley Davidson, Smartwool, Dove, and AXE.

Currently, Surf is the Vice President of Content, Creative and Brand for the Arizona Cardinals, where he leads Creative, Content, Broadcast, Social Media, and Game Entertainment; and has bridged the gap between coverage and storytelling. He focuses on the impact of branded content and how it can create value for sports brands by elevating the perception and commercial value of their content offerings.

Surf has been a guest lecturer at the Miami Ad School and the University of Florida, and is frequently found presenting to creatives in sports and advertising.

"I believe in good humans, trust and curiosity. These are some of the ingredients to meaningful work."