Adding any significant line for an apparel company is always a fun challenge, but adding women’s is like hitting restart. After talking with a variety of impressive women, we heard about their multi-dimensional lives and a desire to move past pandering. This campaign was built to poke fun at the day-to-day realities by showing the aspirational time spent outside.

We used a mix of field testing and styled shoot footage to make 7 short form vignettes — these built hype over organic and paid leading up to a longer form release video. In addition we built a strategically circulated fashion-forward lookbook. All of this culminated in a launch event at our showroom and a successful ecomm launch.