THE BRANDALISM CAMPAIGN

The Writing is on the Wall.  This was the first campaign to launch after the newest brand refresh aligning the brand with the character of New York City. It was inspired by the cool and often cryptic graffiti found in lower Manhattan. The campaign featured strong social commentary made as legal graffiti. Painted walls were photographed for digital and print tactics. 

SOCIAL MEDIA

Kenneth's interactive blog existed long before the social media of today. For this campaign, the blog was advertised as actual graffiti on the streets of New York. We power-washed sidewalks to clean a negative space for the message, allowing this to be legal.

SPRING LOOK BOOK

Prior to this campaign's launch, Kenneth did not have a fashion show during NYC Fashion Week. In order to keep editors interested in his new spring collection, we sent out the following look book to show off his mens and womens spring collection, photographed on a mock runway on his company's roof. The NYC skyline and raw, barely retouched images capture the essence of the city as part of the new brand standards.

RETAIL GRAPHICS

To bring this raw graffiti look into stores, we installed several focal walls with graphic product shots, as seen below that felt as if it was neatly wheat-pasted.

I like to include the thinking behind the thinking - here is an example of our pitch:

 Creative Team

Creative Director: B. Walters, S.Wyatt

Art Direction: J. Padgett, M. Brucato, L. Myroth

Copy:  M.Czeczotka,