Project – Abercrombie & Fitch

“Now open for testing. The Hollister Jean Lab.” Our team of jeanealogists certified, tested, and approved every aspect of our jeans, so that by the time they made it out of our labs to you, there was no stone (washing technique) unturned.

The Hollister Jean Lab was the concept for Hollister’s 2020 jeans campaign. From July through December 2020, Bill Nye The Science Guy, Tiktok-ers Charli and Dixie D’Amelio, and Hollister Brand Agent Noah Pugliano were the faces of the Jean Lab. As of Spring 2021, the Hollister #MoreHappyDenimDance, which featured Charli And Dixie, has over 5.6 billion views and is still the top-viewed hashtag challenge on Tiktok. I art directed and designed the branding and graphic elements that were used to guide the design of the Hollister omni-channel experience. I directed and designed the graphic elements used for animation within paid advertising content and the More Happy Denim Dance challenge on Tiktok. I also conceived and created Jean Lab props for the photoshoot studio set, such as posters, lab coats, and lab tools.

Year: 2020

Creative Direction: Chris Vestal   Art Direction: Jonathan Theiss, Nathalie Kossek  Branding and Design:  Jonathan Theiss  Photography:  Anna Harty, Gail Shamon  DP: Matt Miner  Video Editing and Motion:  Magda Baez, Matt Miner  Set Fabrication: Rob Strauss Studio