In 2015, Lee delivered a challenge to the team at DEG: concept, shoot, and edit six videos to introduce their new men’s and women’s product lines. In two weeks.
We quickly developed several concepts and recommended an approach that delivered two videos that supported Lee’s new brand positioning by using themes of movement and energy to tell stories of how the products enable people to move through their day in freedom and style.
The videos were delivered on time and were a big hit at Lee’s annual global sales meeting. Subsequently, the Lee team shared the videos in meetings with national retailers to introduce the new product lines and gain key placements in retail.
Contributions: Creative Direction, Creative Strategy