LOW TIDE
Reviving Alpha Industries in the Street-Luxury age for SS23.
RESPONSIBILITIES
- Full pitch creative lead from ideation, copywriting, design, and presentation to client.
- Styling direction, Art direction.
- Production team alignment.
- On-set creative direction.
- Photo + video direction, social + article formatting/rollout.
CHALLENGE
Create compelling, bespoke visuals for Alpha Industries SS23 collection inclusive of a hero video and hero photos for global campaign use.
Create compelling, bespoke visuals for Alpha Industries SS23 collection inclusive of a hero video and hero photos for global campaign use.
APPROACH
Tasked to interpret Alpha Industries SS23 collection with a newfound level of fashion appeal, we headed to Sycamore Cove in Malibu, CA, seeking to leverage the unfound textures and surfaces of the beach, in addition to the open space and clear skies, as a seamless backdrop to mimic the sentiments of the technical yet relaxed nature of the collection. We positioned the collection for everyday wear, focusing on the new cuts and seasonal colors with subtle elevated styling that matched the moment.
Tasked to interpret Alpha Industries SS23 collection with a newfound level of fashion appeal, we headed to Sycamore Cove in Malibu, CA, seeking to leverage the unfound textures and surfaces of the beach, in addition to the open space and clear skies, as a seamless backdrop to mimic the sentiments of the technical yet relaxed nature of the collection. We positioned the collection for everyday wear, focusing on the new cuts and seasonal colors with subtle elevated styling that matched the moment.
PERSPECTIVE
Strong creative direction, compelling visuals, and an enticing new collection from AI for SS23 all resulted in a campaign that performed strongly across digital and social platforms. The strength and clarity of vision behind the custom content was a powerful aspect of this campaign, and that shone through in our editorial article and social posts. The presentation of this collection struck a chord with culturally aligned audiences and put AI front and center as a brand that caters to the needs of their aesthetic sensibilities.
Strong creative direction, compelling visuals, and an enticing new collection from AI for SS23 all resulted in a campaign that performed strongly across digital and social platforms. The strength and clarity of vision behind the custom content was a powerful aspect of this campaign, and that shone through in our editorial article and social posts. The presentation of this collection struck a chord with culturally aligned audiences and put AI front and center as a brand that caters to the needs of their aesthetic sensibilities.
