Art direction & design for Hollister's breakthrough 2021 jeans marketing campaign.
- Art Direction
Following the lockdown of 2020, times had changed and the world felt ready to get back to the old normal. This included ditching sweatpants for jeans again. For Hollister's breakthrough fall 2021 marketing campaign, we announced this in a big way.
Leaning into rich, film photography conveying the excitement and spirit of getting back out into the world again, we're declaring, Jeans Are Back, Baby & So Are You.
Using warm, textural photography that nods to vintage California, clever copywriting, and subtle distressed textures channeling '90's culture, this campaign was pushed into a more unique, more mature, and trend-forward realm.
This global, omni-channel campaign features support for email, site, paid/social media, app, store signage, and video-based ads across external channels.