Denim Should Feel Like This

Campaign / Social

OBJECTIVE:

Develop two complementary denim campaigns that work together establish Abercrombie as a destination for denim.

CREATIVE STRATEGY AND EXECUTION:

01 / CAMPAIGN

Pairing relatable, influencer-led storytelling with editorial imagery to balance personal expression with aspirational styling.

Beyond developing the campaign line, I worked directly with editorial talent and influencers alongside our videographers to capture compelling soundbites for use across campaign videos.

Launch CTV
The first chapter of the campaign gave our influencer cast the space to define what “Denim Should Feel Like This” meant in their own words, letting their personalities and perspectives bring the headline to life.

Launch CTV
The second chapter shifted to an editorial lens, showcasing Abercrombie denim through considered styling, model-led imagery, and a focus on the product.

Evidence-based insight

We begin every engagement by listening, ensuring that objectives align with broader civic, environmental, and fiscal contexts. Seasoned analysts employ quantitative and qualitative tools to uncover root causes rather than treat symptoms.

Prioritized initiatives

Analytical models then quantify potential scenarios, allowing decision makers to compare paths with clarity. Strategists translate findings into actionable plans, detailing resources, timelines, and governance structures.

“Their strategic framework aligned our disparate processes and produced measurable gains within one quarter.”

-- Former Customer