10
Feel Good Denim
brand
brand
Riders
Riders
Type
Type
Art Direction
Art Direction
,
,
Creative Execution
Creative Execution
Year
Year
2021
2021
About
About
Feel Good Denim was born out of Denim For Every Body, carrying the same inclusive ethos forward while giving the platform a fresh expression. The challenge was evolving the campaign without losing what made it connect, keeping it true to Riders while avoiding the repetition of launching under the same name season after season.
Shot among the cane fields of northern New South Wales, the campaign paired natural light and candid energy with a cast spanning a wide range of ages and body types. Soft fabrics, organic cotton and an inclusive fit library reinforced Riders' commitment to comfort and denim made for everybody.
I held end-to-end creative ownership from pre-production through to rollout, shaping the visual direction and delivering the campaign across all channels.
Feel Good Denim was born out of Denim For Every Body, carrying the same inclusive ethos forward while giving the platform a fresh expression. The challenge was evolving the campaign without losing what made it connect, keeping it true to Riders while avoiding the repetition of launching under the same name season after season.
Shot among the cane fields of northern New South Wales, the campaign paired natural light and candid energy with a cast spanning a wide range of ages and body types. Soft fabrics, organic cotton and an inclusive fit library reinforced Riders' commitment to comfort and denim made for everybody.
I held end-to-end creative ownership from pre-production through to rollout, shaping the visual direction and delivering the campaign across all channels.
Credits
Quote
