Overview
With an emphasis on highlighting an amazing product and the subjects' personalities, this campaign was a light and fun production that shone through the noise of what was a saturated market at the time on it's own merit.
Responsibilities
Coming up with creative direction and plan to launch a new product offering for 2XU. This was the brand’s first venture into the activewear category, previously only operating in the performance category It was important that these images and collateral generated showcased the personalities of the people wearing them over the garments they were wearing. Once complete, we used these shots to develop promotional campaigns online, print collateral and visual merchandising executions.
