Free the Denim, Go Rivetless — Campaign
Creative Lead, Art Direction, Concept, Photo & Design Direction.
Ad campaign for Frank And Oak’s launch of their brand new collection of rivetless and circular, clean denim. Rivets are those annoying pieces of metal ‘holding together’ the denim we wear, and they are currently still used in manufacturing jeans simply to retain that authentic look & feel of the garments - yet they are not useful to them anymore, not at all purposeful. However, their shape is… iconic.
This campaign boldly educates customers on what rivets are, how they complicate the circular recycling process of denim and what Frank And Oak’s take is on ridding the planet of rivets and unnecessary accessories, on pair at a time.
Print ad
Responsible Denim Lab web page
Email campaign
Retail poster
OOH
Credits
Creative Lead, Concept, Art Direction: Suzana Alexa
Copy direction: Anne-Sophie Lambell
Graphic Design: Sarah Lamarche
Models: Sky, Myle (Folio), Jason (LeDrew), Aliya (Elite TO)
Photo & retouching: Simon Goupil, Amelie Chiasson
HMU team: Jess Cohen (Humankind)
Prop styling & set: Gwyn Kirby
Creative production: Catherine Cloutier