Lee Urban Icons

Made to Last, Essentials and Signature had established a strong and consistent visual identity for Lee. Urban Icons was about pushing that forward, taking the elevated studio aesthetic and proving it could translate to the street.

The goal was to maintain the same clarity and restraint while introducing movement, texture and grit. A New York workwear mood and timeless styling gave the brand a new dimension without losing what made the earlier campaigns work.

I led the creative direction end to end, from concept through to shoot direction and rollout across all touchpoints.