Spec Work: 1-800 Apparel
Co-directed w/ James Wilson
Social Campaign
Although popular amongst their fanbase at the time, 1-800 wanted to catch the attention of a larger audience with a social first campaign that would set them apart from other Y2K-themed fashion brands. However, they still didn’t have a logo or a finalised set of products but knew they’d probably include accessories like ashtrays and phone cases in their Spring/Summer ‘23 release.
Me and my creative partner, James Wilson, felt this was the best time to define their brand voice with a video campaign that would set the tone for future content.
So, we teamed up with Sex Education star, Imani Yahshua, to create a short film hinting at items in the upcoming season to be published on 1-800’s IG. The theme of the M1DAS touch acted as a way to get the 1-800 name into as many places as possible and simultaneously showcase the brand's viral potential. Throughout the film, you’ll see references to the early 2000s with bespoke props at our phone booth location which became campaign photo assets for 1-800’s brand page.
Role(s): Strategy, Storyboarding, Videography, Art Direction and Casting.