2021

ART DIRECTION, CONCEPT DEVELOPMENT, Film DIrection

campaign RolLOUT: social (meta/snapchat), onsite (zalando), in-store & onsite (redefined rebel), influencer activation

The Brief: To raise awareness of Danish streetwear brand Redefined Rebel among a young, male European audience with a new brand identity and launch campaign.

Brand Positioning: 'Redefined' Rebel means viewing people differently and seeing beyond the exterior. It means openness, honesty and a progressive, Scandinavian spirit. Redefined Rebel champions what it means to be a man in today's world.

The Idea: #BeAMan

Be strong enough to be vulnerable. Be brave enough to share your feelings. Be bold enough to stand alone. Be tough, but also be kind. Be daring enough to love openly. Be a man.

What does it mean to “Be a man”? We wanted to kick off this new brand position in a simple, impactful and genuine way — sharing what it means to be a man today through the eyes of a young man. For our hero film that I directed, Dutch rapper Young Sor wrote & performed his take on modern day masculinity.

As part of the new identity, we wanted to also establish an emotional connection with our audience through color. We selected a shade of indigo as the brand’s new color to be used sparingly across all platforms (and in the hero film). It is a metaphor for our message — redefining masculinity for a young audience.