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THE ORIGINAL KHAKI
ART DIRECTION / FALL 2021
DOCKERS / LEVI STRAUSS
Growing up in South Carolina, I held animosity for my pleated Dockers khakis. The dreaded khaki meant it was time to go to church and sit quietly; they were tan tools of oppression every Sunday!
Fast forward 30 years, and I find myself thinking about how to portray "The Original Khaki" campaign that featured a stitch for stitch reprisal of the khakis I used to hide under my bed. : /
Today Dockers Khakis are beloved in menswear circles for their ubiquity as the original, well-made staple that is finding its way onto teenagers by choice every Saturday.
ART DIRECTION SUMMARY:
I concepted this campaign with inspo pulled from fashion zines based in US and Japan. This campaign is a nod to history / told through the lens of an underground zine. Inspired by the zine story telling you would see in a museum gift shop, art gallery or a city book store.
Art Direction: Nathan Corbin / Copy & Social Direction: Max Kessler / Producer: Edward Cruz / Marketing Lead: Molly Miano / Styling Lead: Jackie Groffman / Photographer: Beau Grealy / Model: James Chung
PEEK BACKSTAGE
For Global Campaigns, I design many of the hero touchpoints. Here is a screen record of the making of the zine creative. 👇
More Portfolio Spolights // 1. "Pride" global campaign for Dockers // 2. Design Direction for Apple // 3. "Creators" Seasonal Art Direction for Dockers // 4. 3D Customization Experience for Levi's // 5. Product Drop Direction for Dockers // 6. World Water Day Campaign for Dockers
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