LEVI'S X ASOS AW22
(CAMPAIGN · A/W · 2022)
(ASOS)
“We’re seeing a significant shift in where we draw confidence from; dominantly you put in hard work to see the results but emergently there is value to be found in having fun and prioritising pleasure over progress.”
We needed to spark a “wow” reaction in our audience of 20-somethings through purposeful messaging, authenticated with relevant casting.
A TRIBUTE TO THE ACT OF LOSING YOURSELF IN THE MOMENT; SHAKING OFF ALL INHIBITIONS AND TAKING PLEASURE IN THE CREATIVE PROCESS.
CREDITS.
ART DIRECTION.
IMOGEN CORK
PHOTOGRAPHY.
LUKE + NIC
CREATIVE DIRECTION.
MIKE RAVEN
THE APPROACH.
JOY IN THE JOURNEY
STIRRING PASSION IN OUR AUDIENCE IN THE EMBRACE OF UNFAMILIAR TERRITORY.
Showcasing spectacular and whimsical scenarios that notion to play and expression at the core. We wanted to show our talent in a carefree light, a visual representation of making the leap and doing things for the fun of it.
Abstract forms and colour in wide open natural environments give the feeling of space, freedom and fun. Also allowing for the fit and style of the clothing to be presented through movement and pose.
House of Miyake Mugler - Pride in Progress
Go behind the scenes on TikTok
