lucy INDIGO
Wear what you're made of
Fearlessly radical campaign imagery was needed to launch the lucy indiGO collection. A revolutionary line that looks like perfectly contoured denim but moves and breathes like activewear. Conceptual art direction showcased the unexpected experience of lucy indiGO by undulating the fabric as it whirls, twists and blows over the body in a way denim never would, truly visualizing its second-skin fit. The result perfectly communicated the vision, “What denim doesn’t. lucy indiGO does.”
Campaign visuals boldly conveyed the benefits of powerful freedom and a second-skin fit in larger than-life sculptural scenes.
The lookbook images showcased the entire collection set against the brand’s iconic “l.”
SERVICES
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Art Direction
Camp Development
Concept Strategy
Copywriting
Creative Direction
Photography
Production management
Video
CREDITS
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While creating this work, Jillian Frey
was a Creative Director at Knock Inc.
was a Creative Director at Knock Inc.
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