Overview
The Black Employee Network
Agency: Jimmy Jazz
Client: JImmy Jazz
The Challenge
Spring 2020 season had a wide range clothing that consisted of wide variety of bold, saturated, and seemingly clashing color schemes. We needed to create a theme that could unify the disarray and have a few outfits put together to be photographed to be used across several graphic platforms both digitally and physically.
My Role
Designers: Juan Trapp & Robyn Cambruzzi
The Story
They call us the nostalgia generation. Digital cameras, social media, and streaming services allow us to compulsively reconnect with the safest, warmest eras of our lives: childhood. So, the ‘90s is now. Skate culture has flipped from fringe to mainstream, hip-hop is the biggest genre in America, and the influence of grunge is apparent in our music, fashion sense, and attitude.
Inside the social media revolution, young people are expected to build a distinctive aesthetic; their Instagram account acts as a personal lookbook. So, our Spring campaign will be our customers’. Our photos will look and feel like a slice of life from the younger members of the communities that support us. Our models will pose in their ‘natural’ element: in the back of a bodega clutching a brown paper bag, sitting on top of a skateboard on the outskirts of an urban park, or gathered on an abandoned Brooklyn rooftop with a group of their friends.
Shot on film and framed like carefully curated social media posts, we remove artifice, embody the emotions of our audience, and allow the colors of spring to come alive.
In Use Example
Images taken could be used across all Jimmy Jazz platforms from web banners, social media, and email campaigns.
