Armedangels Campaign Creative Director

Hey Honey
Project Type

German sustainable fashion brand Armedangels needed a campaign for the beginning of the year that would showcase their new DetoxDenim. As the lead creative for this project, I developed a compelling story that draws a parallel between the way that our denim becomes a second skin to us. Like a diary, it takes notes of our lives, collects the marks of time and is a silent partner to all our daily, and nightly adventures. And as it protects us from outside influences, we need to make sure that the denim itself doesn't represent a danger to our skin. Meaning that we need to choose our denim well, one made without hazardous chemicals. We had the pleasure of working Georgia May Jagger for this campaign who perfectly embodies the spirit of the brand. In parallel to the campaign, we developed a full suite of social media assets to accompany the launch.

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