The New Explorer
BRIXTON
THE NEW EXPLORER
A fresh take on Brixton’s ethos of “Inspired by the Past / Built for the Present” brought to life for the Spring / Summer Brand Campaign.
Strategy
Creative Direction
Art Direction
Design
CHALLENGE
Fresh out of a newly imagined brand re-positioning “Done Proper”, Brixton needed to bring this value system to life. The direction was clear, it needs to be bright and optimistic, capture the vintage influence, and most importantly confidently play in the same space as other premium brands.
APPROACH
Brixton’s product team finds inspiration from a wide range of sources, but all with a clear point of view. Taking the design teams’s seasonal theme of “The New Explorer” as the jumping off point, we imagined an array of different situations the product line was designed for: The city, the ranch, the roadtrip, the hotel, camping, or anywhere else you can spend your days with your friends and neighbors.
In the setting of a studio we found that premium feel while giving the people and product its place in the spotlight without losing a sense of story and excitement. Here we let the story unfold, character by character, week by week, strategically as the product capsules are released throughout spring and summer.
Welcome to the whimsical world of The New Explorer.
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SOCIAL ROLLOUT
Our story builds week by week as we introduce new characters and situations through short video pieces. With these pieces we highlight new products through our individual characters and show the various usage occasions while also encourging people to get out and explore.Click left and right to see more
FULFILLING ALL THE MARKETS NEEDS
Brixton has a vast product line and multiple channels of distribution. This required a thoughtful approach to how we fulfill the various needs in strategic manner. This means creating deep storytelling pieces around key products and creating support assets around the remaining product line while pulling the same creative thread throughout all touch points. This gave wholesales accounts the same fire power and the internal DTC efforts and ensuring all channels had what they needed to succeed.Click left and right to see more
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A Little Help From a Friend
CREDITS
Creative Partner / Branding Develoment - Basic Agency / Matt Kipper
Campaign Photography - Jake Jones
Additional Photography - Jack Belli
Additional Photography - Steven Treboux (Sports Club)
Motion/Camera Opp - Josh Nardo (Tasty Heavy)
CHRIS SCHINDLER, San Diego, Ca