This is an example of a campaign brief with excerpts from the brief and the resulting brand photography and assets.
Summer Campaign: creative brief - Dawn Dzedzy / art direction - Dawn Dzedzy / photographer - Connie Aramaki
FIGHT RISK
Summer takes us on the road to a beachy vacation where we escape the day-to-day and get in some much valued exercise. Here we find the perfect balance of being active and relaxing.
We kick off the season with an exuberance of color and pattern. We are on an active, exotic vacation. Run on the beach. Check. SUP workout. Check.
We want active, sweaty moments along the shoreline and maybe even an bit of surf running.
Styling will be vibrant and energetic. Surfer inspired, with a sprinkling of beach bum.
For our yoga-focused apparel, think Yoga Retreat in Mexico or Wanderlust Hawaii. We want to capture the excitement of a beach yoga vacation and the rejuvenating feeling of an escape. Energy should stay active but with a decidedly chill vibe. Be careful not to stray too far into the spa/relaxation zone.
Styling can be forward. We can go a bit "feral" on our exotic vacation. Take a cue from festival style adding some body sparkle and sun-kissed glowing skin.
10 days - 1 bag. Wouldn’t it be a dream to head off on an active adventure with one bag but have everything you need to look pulled together, whether in a yoga class, exploring the markets, or heading out to dinner? That's the inspiration for our travel collection.
Looking for active as well as street style imagery that communicate functionality and versatility without sacrificing style.
