Objective: Launch the ’47 SOLO headwear silhouette with a multi-channel campaign that quickly communicated its unique material, shape, and design attributes while generating excitement around one of the brand’s first new fan-focused products in several years.
My role / contribution: I led creative direction, storyboarding, and graphic design for the full campaign; developed the conceptual framework by drawing parallels between the hat’s features and references in culture and nature; and partnered with VAGRANTS to bring the video to life. I also directed the creation of the modular projection-screen set, collaborating with Hugo Leick to produce animations that brought team colors and patterns to life.
Key highlight / impact: Delivered a scalable campaign system by shooting blank, logo-less colorways of the silhouette—creating a reusable footage library that enables rapid creation of future team, league, and collaboration videos by simply mixing new hero shots with the pre-built SOLO footage, delivering a cost efficient solution that feels custom.
Creative Director & Designer - Dave Bates
