GENERAL PANTS X LEE | LOVE DEVASTATION CAMPAIGN

Conceptualisation and art direction of an exclusive digital and retail campaign to hero two Lee denim fits that General Pants wanted to push in-store for the season. Personifying the product by tapping into a zeitgeist of rad couples and all things 90’s, I pulled together a campaign that positioned the LOLA and the GRAZER jean as a super blood-sugar-sex-magik match made in heaven. The turbulent but addictive Kate and Johnny style romance with a nod to David Carson’s Raygun style graphics treatment – a graphic personification of the campaign essence.

Casting Drew Anthony and Matilda Price for their updated Kate and Johnny look and photographer Pierre Toussaint for his finesse in shooting for black and white.

ClientGENERAL PANTSServicesCREATIVE - ART DIRECTION & COPYWRITING

AIN’T LIFE A BITCH WHEN
YOU DO EVERYTHING YOU
CAN TO BLOW IT BUT STILL WALK AWAY ON TOP.


There’s an air of cool that appears so effortless it could easily be
mistaken as completely unintentional. You’re too smart for that though.
You know the rules, you know how to break them. 
You see what
you want, and 
you take it.

There’s a magnetism like a moth to a flame. It’s a story as old as time
– star crossed lovers getting their kicks off turbulence of it all.
The fights are good and the make-up sex is what its all about.
All killer, no filler. It’s love devastation but it’s delicious.

This season, we’re putting out fire with gasoline and
making out in its amber glow.

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